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Media Intelligence : MT Resource Guide 2012
In Australia, the total weekly sales volume of printed natonal, metropolitan and regional newspapers bought by consumers is 18.5 m, according to the latest Audit Bureau of Circulatons fgures (March 2012 quarter). That equates to 83% of the populaton reading a newspaper every week and Sunday newspapers reach more Australian adults than commercial Sunday night news programs combined (The Newspaper Works fgures). Newspaper print sale declines contnue to contrast with digital growth. However online news proft margins are usually lower than print news margins, in no small part due to the estmaton that digital advertsing can obtain only around 10-20% of the price of the same ads in print. To protect their valuable resource, media companies here have started introducing paywalls to bring in extra revenue by charging for premium online content. This strategy is also being used to increase the number of print subscribers by increasing both online revenue and print circulaton which, in turn, provides more ad revenue. As a result, contnued growth can be shown in an audience base consuming both newspapers and websites and hence “Reducing print and increasing digital distributon” has become a key part of Fairfax Media’s cost- saving strategy. According to the Fairfax Media Metro Division’s Audience Report (FMMAR), the number of readers consuming both The Sydney Morning Herald and smh.com.au increased by 11% for the March quarter compared with the same period last year. Similarly, readers consuming both The Age and theage.com.au increased by 7% over that comparatve period. Digital replica editons are becoming increasingly popular for readers. Printed and digital editons of the SMH in April were 192,816 during the week and 334,737 on Saturday while the Sun- Herald sold 367,110 copies, the digital editons sold contributng signifcantly to the total, said Fairfax. In additon mobile sites are increasingly becoming a strong drawcard. “Now around 270,000 a day are viewing The Herald and The Age mobile sites (up 99% and 85% respectvely on the same month last year: Nielsen Market Intelligence April 2012),” says Fairfax Metro Media Commercial Director Ed Harrison. “So it’s making sure people have a full view of the health of those brands and also to make advertsers think hard how they access all of those people.” The average daily audience to the Herald’s mobile site rose 99% to 177, 299 in April over the same month last year while the pages viewed rose 84% to 22.4m. For many households around Australia the tablet is becoming popular between 7-10pm each night, says Fairfax Metro Media GM Women & Lifestyle Melina Cruickshank. “The iPad is the hot property within the household, far more valuable than the remote. It has the breadth, depth and range of content that is far more interestng and interactve than free to air TV, cable or IPTV oferings at present. Nothing beats contextually relevant informaton.” In the eight months to April, reports Cruickshank, daily UBs to its iPad app grew 80% and by 323% to its iPhone App. “The robust, ongoing growth of audiences engaging with newspapers across online, mobile and tablet platorms demonstrates how efectvely publishers have managed the Though digital platforms ramp up, print still offers large audiences. "We have enormous audiences around our sites, and we monetise those audiences not just around advertising but through other ways including driving traffic to transactional sites such as RSVP, Stayz, Investsmart." -- Ed Harrison Commercial Director Fairfax Metro Media newspaper publishing Posting the news delivers better print figures
Media Trends+Strategy 2012
MT Resource Guide 2013