fairfax media publications circulation and readership results for

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1 DARLING ISLAND ROAD, PYRMONT, 2009
FAIRFAX MEDIA PUBLICATIONS CIRCULATION AND READERSHIP
RESULTS FOR NEWSPAPERS, INSERTED MAGAZINES AND
WEBSITES – TO MARCH 2008
EMBARGOED UNTIL MIDNIGHT THURSDAY 15TH MAY, 2008.
NOT FOR PUBLICATION UNTIL FRIDAY 16th MAY, 2008.
PUBLISHERS’ QUOTES
LLOYD WHISH-WILSON
CEO AND PUBLISHER
NSW & ACT METROPOLITAN PUBLISHING
Circulation of The Sydney Morning Herald and The Sun-Herald remained steady across all
editions, reflecting the ongoing strength of the mastheads . Home delivery volumes continue at alltime records.
The Canberra Times had circulation growth Monday-Friday and on Sunday.
Readership results were are also strong, with significant across-the-board market share gains in for
the SMH and The Sun-Herald. The weekend SMH, Sun-Herald and weekday SMH maintained
their rank as the top three AB audiences in the country, and all mastheads grew size and market
share in this key demographic.
DON CHURCHILL
CHIEF EXECUTIVE AND PUBLISHER
VICTORIAN METROPOLITAN AND COMMUNITY PUBLISHING
Throughout this audit period, The Age performed steadily in a tightening retail market. We
maintained high readership levels, with the Monday-Friday paper again increasing its readership.
The Age also achieved 0.6% growth on Saturdays, while The Sunday Age recorded its second
highest readership result on record.
Our steady growth reflects a strong reader base. Readership growth was achieved in spite of a
confluence of holidays in the first quarter of the year.
Even though the Audit Bureau of Circulations declined a request by The Age to adjust the audit
period, the ABC Executive provided an unusual undertaking to comment about the adverse effect
on sales arising from holidays in Victoria.
NOT FOR PUBLICATION OR RELEASE. EMBARGOED UNTIL MIDNIGHT 15th May, 2008.
Prepared by Fairfax Media.
Fairfax Media Limited | A.B.N. 15 008 663 161 | 1 Darling Island Road, Pyrmont, 2009 | www.fxj.com.au
Sales of The Age fell slightly during the period. However, even in the absence of any seasonal
adjustment, the downturn was minor. Monday-Friday sales fell by only 1000 copies. Similarly,
Saturday sales declined by only 700 copies. The Sunday Age bucked the trend, and again recorded a
circulation increase.
MICHAEL GILL
CHIEF EXECUTIVE OFFICER
FAIRFAX BUSINESS MEDIA
The Australian Financial Review's outstanding circulation growth over the past year continues,
with both the weekday and weekend editions enjoying substantial circulation gains, up 2.3% and
11.6% respectively. This reflects the consistently high quality of the AFR’s editorial expertise, and
the value placed on the AFR’s leadership in business and financial news and information,
particularly in complex and challenging economic times.
We do note that there were 2 bumper editions in this reporting period, but excluding that effect the
Weekend AFR results are excellent, and its underlying fundamentals are quite strong.
We are very pleased with the overall good circulation performance of our magazine titles.
With respect to readership, as we have said before, the Morgan methodology is unable to capture
accurately the readership trends of niche business audiences. These results (such as those reported
for the Weekend AFR) are uniform in confirming that experience. The Australian Business
Readership study has shown consistent positive results across our suite of products. We know the
AFR is reaching its audience.
LISA HUDSON
CHIEF EXECUTIVE AND PUBLISHER
FAIRFAX MAGAZINES
Fairfax Magazines continue to perform extremely well, and experienced relatively minor changes in
total readership.
the(sydney)magazine continues to be an outstanding performer and recorded an 8.2% readership
increase year-on-year to 530,000, despite mixed results for most glossy lifestyle and women's
magazines.
While Good Weekend experienced a slight decline of 4.2% to 1,714,000 in total
readership, it continues to deliver more than twice as many readers as The Weekend Australian
Magazine. Good Weekend also increased its readership among high-income earners - $80,000 by 2.1% to 333,000.
Sunday Life continues to lead on Sunday in the powerful AB audience, with 84,000 more AB
readers than Sunday Magazine (a total of 520,000 ABs), despite a small decrease in readership of
1.7% to 1,359,000. We have also grown in the income group - $80,000+ by 10.6% or 22,000 totalling 230,000.
JACK MATTHEWS
CHIEF EXECUTIVE OFFICER
FAIRFAX DIGITAL
Fairfax Digital has once again performed extremely well, recording overall UB growth year-onyear of 78.8% across the News and Information network, supported by a consistent performance
across the Classified sites.
The news mastheads smh.com.au, theage.com.au and brisbanetimes.com.au continue to report
strong results, with product development and marketing initiatives contributing to both an increase
in unique browsers and maintaining high user engagement levels.
Domain.com.au's 8.7% year-on-year growth is strong within a competitive market and the
Mycareer.com.au 'common brand' campaign has aided in steady growth of 4.2% YoY.
Drive.com.au has maintained its position in the market and RSVP.com.au continues to dominate as
the leader in online dating.
EssentialBaby.com.au has shown outstanding growth of 153% YoY and boasts a highly engaged
parenting audience. Domain Holidays recent merge with Stayz.com.au under the Stayz brand has
formed the number 1 site in Australia for holiday rentals.
Lastly, TheVine.com.au which launched in April, has exceeded it's 3 month UB target in the first 3
weeks. TheVine.com.au is a youth site combining aspects of a news and information with user
generated content and social networking.
NEWSPAPER CIRCULATIONS
JANUARY - MARCH 2008 CIRCULATION RESULTS
EMBARGOED UNTIL 12 MIDNIGHT THURSDAY 15th MAY 2008
FOR PUBLICATION FRIDAY 16th MAY 2008
Publication & Region
% Diff Mar 07
to Mar 08
Mar-08
Mar-07
88,488
102,114
134,000+
305,000+
86,529
91,528
129,000+
299,000+
2.3%
11.6%
3.9%
2.0%
212,500+
360,000+
500,000+
366,000+
333,000+
670,000+
51,000+
28,716
35,060
61,963
36,035
-----------
212,500+
370,000+
510,000+
372,000+
346,000+
685,000+
51,000+
28,500+
34,575
64,747
35,871
-----------
0.0%
-2.7%
-2.0%
-1.6%
-3.8%
-2.2%
0.0%
0.8%
1.4%
-4.3%
0.5%
201,500+
299,800+
220,900+
516,500+
512,500+
624,500+
--25,879
-----
202,500+
300,500+
220,300+
525,000+
512,000+
618,000+
--26,617
-----
-0.5%
-0.2%
0.3%
-1.6%
0.1%
1.1%
217,781
314,535
575,567
---
214,451
324,797
600,093
---
1.6%
-3.2%
-4.1%
189,293
263,482
318,981
191,250+
263,500+
320,917
-1.0%
0.0%
-0.6%
196,490
348,153
334,200+
206,025
367,899
341,000+
-4.6%
-5.4%
-2.0%
46,894
62,529
60,422
24,622
33,873
42,065
47,947
63,720
61,045
24,811
34,558
43,345
-2.2%
-1.9%
-1.0%
-0.8%
-2.0%
-3.0%
20,431
30,801
21,573
20,048
30,704
21,605
1.9%
0.3%
-0.1%
NATIONAL
The Australian Financial Review (M-F)
The Australian Financial Review (Sat)
The Australian (Mon-Fri)
The Weekend Australian
NEW SOUTH WALES & ACT
The Sydney Morning Herald (Mon-Fri)
The Sydney Morning Herald (Sat)
The Sun-Herald
The Daily Telegraph (Mon-Fri)
The Daily Telegraph (Sat)
The Sunday Telegraph
Newcastle Herald (Mon-Sat)
Illawarra Mercury (Mon-Sat)
Canberra Times (Mon-Fri)
Canberra Times (Sat)
Canberra Times (Sun)
Bathurst - Western Advocate (Mon-Fri)
Dubbo - Daily Liberal (Mon-Fri)
Orange - Centreal Western Daily (Mon-Sat)
Tamworth - Northern Daily Leader (Mon-Sat)
Wagga Wagga - Daily Advertiser (Mon-Sat)
VICTORIA
The Age (Mon-Fri)
The Age (Sat)
The Sunday Age
The Herald-Sun (Mon-Fri)
The Herald-Sun (Sat)
The Sunday Herald Sun
Warranambool Standard
Border Mail (Mon - Sat)
Ballarat Courier (Mon-Sat)
Bendigo Advertiser (Mon-Sat)
QUEENSLAND
The Courier Mail (Mon-Fri)
The Courier Mail (Sat)
The Sunday Mail
Mt Isa - North West Star (Mon-Fri)
-2.8%
SOUTH AUSTRALIA
The Advertiser (Mon-Fri)
The Advertiser (Sat)
Sunday Mail
WESTERN AUSTRALIA
West Australian (Mon-Fri)
West Australian (Sat)
Sunday Times
TASMANIA
Mercury (Mon-Fri)
Mercury (Sat)
Sunday Tasmanian
Burnie - Advocate (Mon-Sat)
Launceston - Examiner (Mon-Sat)
Launceston - Sunday Examiner
NORTHERN TERRITORY
Northern Territory News (Mon-Fri)
Northern Territory News (Sat)
Sunday Territorian
Source:
Audit Bureau of Circulations
MAGAZINE CIRCULATIONS
Newspaper Magazines:
the(sydney)magazine
Host: Thur SMH (Last Thur)
theage(melbourne)magazine
Host: Fri Age (Last Fri)
Wish
Host: Fri Australian (2nd Fri)
AFR Magazine
Host: Fri AFR (Last Fri)
Australian Magazine
Host: Sat Australian
AFR Boss
Host: Fri AFR (2nd Fri)
Good Weekend
Host: Sat SMH/Sat Age
Sunday Life
Host: Sun-Herald/Sunday Age
Sunday Magazine
Host: Sunday Telegraph/Sunday Herald Sun
Television
Host: Sun-Herald Only
TV Guide
Host: Sunday Telegraph/Sunday Herald Sun
Mar-08
188,063
Mar-07
% Diff Mar
07 to Mar 08
189,146
-0.6%
170,000
169,500
0.3%
139,000
131,000
6.1%
127,917
112,000
14.2%
305,000
299,000
2.0%
101,090
99,967
1.1%
659,800
670,500
-1.6%
720,900
730,300
-1.3%
1,293,500
1,294,000
0.0%
500,000
510,000
-2.0%
1,281,000
1,285,000
-0.3%
Source: Audit Bureau of Circulations
Newstand Weekly Magazines:
AFR Smart Investor
ALPHA
APC (Australian Personal Computer)
Australian Country Style
Australian Good Taste
Australian Gourmet Traveller
Australian Home Beautiful
Australian House & Garden
Australian PC Authority
Australian Women's Weekly
Belle
Better Homes & Garden
BRW
Bulletin
Cleo
Cosmopolitan
Delicious
Donna Hay
FHM
Famous
Harpers Bazaar
Inside Out
InStyle
Madison
Marie Claire
Men's Health
Money Magazine
New Idea
Notebook
NW
OK!
People
PC User
Picture
Quokka
Ralph
Readers Digest
Real Living
Shop Til You Drop
Super Food Ideas
Take 5
That's Life
Time
TV Week
Vogue Australia
Vogue Entertaining & Travel
Vogue Living
Who Weekly
Woman's Day
Zoo Weekly
Mar-08
------------------------42,677
------------70,000
--------------381,238
--172,463
142,173
48,020
--70,182
48,690
----------259,235
315,118
73,049
246,028
------145,598
470,045
120,000
Mar-07
------------------------44,216
------------81,000
--------------400,694
--187,214
125,405
53,076
--71,345
49,211
----------266,256
328,511
76,879
270,673
------149,767
506,136
110,565
% Diff Mar
07 to Mar 08
-3.5%
-13.6%
-4.9%
-7.9%
13.4%
-9.5%
-1.6%
-1.1%
-2.6%
-4.1%
-5.0%
-9.1%
-2.8%
-7.1%
8.5%
Source: Audit Bureau of Circulations
INTERNET SITE USAGE
Unique Browsers
News Sites
FD News and Weather
smh.com.au
theage.com.au
news.com.au
heraldsun.com.au
theaustralian.com.au
dailytelegraph.com.au
couriermail.com.au
National Nine News (ninemsn News)
Classifieds - Auto
drive.com.au
carsales.com.au
carpoint.ninemsn.com.au
carsguide.news.com.au
Classifieds - Employment & Real
Estate
mycareer.com.au
careerone.com.au
seek.com.au
domain.com.au
realestate.com.au
Transactions - Dating, Parenting &
Holiday Rentals
RSVP.com.au
Essential Baby
Stayz
Ave monthly
UBs Jan - Mar
2008
Ave monthly
UBs Jan - Mar
2007
Growth
YOY
% Growth
YOY
7,090,351
4,409,445
2,967,282
2,904,464
1,855,902
1,107,469
1,482,210
849,872
3,946,295
3,964,492
2,657,014
1,904,711
1,633,326
755,801
820,337
579,169
350,355
3,263,971
3,125,858
1,752,431
1,062,571
1,271,138
1,100,101
287,132
903,041
499,516
682,325
78.8%
66.0%
55.8%
77.8%
145.6%
35.0%
155.9%
142.6%
20.9%
869,999
1,703,806
645,663
581,248
887,349
1,265,724
567,698
817,341
-17,350
438,082
77,965
-236,093
-2.0%
34.6%
13.7%
-28.9%
1,173,718
1,200,169
2,773,308
1,904,727
3,869,761
1,126,652
958,916
2,392,939
1,755,002
3,338,988
47,066
241,254
380,369
149,725
530,773
4.2%
25.2%
15.9%
8.5%
15.9%
766,937
249,865
346,761
800,360
98,771
333,558
-33,423
151,094
13,203
-4.2%
153.0%
4.0%
source: NNR Market Intelligence Domestic Mar 2008
Note: UB's are worked out on 3 month average
12 MONTH READERSHIP FIGURES – APRIL 2007 – MARCH 2008
Target Audience: 14+
National Newspapers
Aust Financial Review M-F
Weekend Financial Review
AFR Magazine (Magazine)
AFR Boss (Magazine)
Australian M-F
Weekend Australian
Australian Magazine
Wish Magazine
NSW Newspapers & Magazines
Sydney Morning Herald M-F
Sydney Morning Herald Sat
Daily Telegraph M-F
Daily Telegraph Sat
The Sun-Herald
Newcastle Herald M-F
Newcastle Herald Sat
Illawarra Mercury M-F
Illawarra Mercury Sat
The Sydney Magazine (Magazine)
ACT Newspapers
Canberra Times M-F
Canberra Times Sat
Canberra Times Sun
VIC Newspapers & Magazines
The Age M-F
The Age SAT
Herald Sun M-F
Herald Sun SAT
Sunday Age
Sunday Herald Sun
The Age Melbourne Magazine
(Magazine)
TAS Newspapers
The Examiner M-F
The Examiner SAT
The Sunday Examiner
National Magazines
BRW
Smart Investor
Travel + Leisure
Bulletin
Time
NSW & VIC Magazines
Good Weekend HOST
Good Weekend (Magazine)
Sunday Life HOST
Sunday Life (Magazine)
Sunday Magazine HOST
Sunday Magazine (Magazine)
Mar-08
Dec-07
Mar-07
% Change last
quarter
% Change last
year
254
150
244
180
472
847
841
115
265
149
254
179
485
840
844
121
260
167
253
179
437
814
851
117
-4.2%
0.7%
-3.9%
0.6%
-2.7%
0.8%
-0.4%
-5.0%
-2.3%
-10.2%
-3.6%
0.6%
8.0%
4.1%
-1.2%
-1.7%
955
1188
1151
948
1350
1742
133
195
76
100
530
942
1204
1177
975
1365
1749
135
202
76
94
544
882
1176
1151
948
1338
1773
139
209
86
108
490
1.4%
-1.3%
-2.2%
-2.8%
-1.1%
-0.4%
-1.5%
-3.5%
0.0%
6.4%
-2.6%
8.3%
1.0%
0.0%
0.0%
0.9%
-1.7%
-4.3%
-6.7%
-11.6%
-7.4%
8.2%
107
162
102
106
166
98
106
161
91
0.9%
-2.4%
4.1%
0.9%
0.6%
12.1%
765
957
1480
1430
735
1547
767
949
1484
1418
722
1542
741
951
1468
1401
721
1516
-0.3%
0.8%
-0.3%
0.8%
1.8%
0.3%
3.2%
0.6%
0.8%
2.1%
1.9%
2.0%
340
344
369
-1.2%
-7.9%
84
99
106
84
97
103
84
97
102
0.0%
2.1%
2.9%
0.0%
2.1%
3.9%
160
171
77
n/a
268
168
170
73
242
283
205
181
82
275
328
-4.8%
0.6%
5.5%
0.0%
-5.3%
-22.0%
-5.5%
-6.1%
0.0%
-18.3%
2146
1714
2085
1359
3289
2114
2153
1726
2087
1360
3291
2114
2127
1789
2059
1383
3289
2106
-0.3%
-0.7%
-0.1%
-0.1%
-0.1%
0.0%
0.9%
-4.2%
1.3%
-1.7%
0.0%
0.4%
Source: Roy Morgan Readership Survey March 2008
12 MONTH AB READERSHIP FIGURES – APRIL 2007 - MARCH 2008
Target Audience: AB
National Newspapers
Aust Financial Review M-F
Weekend Financial Review
AFR Magazine (Magazine)
AFR Boss (Magazine)
Australian M-F
Weekend Australian
Australian Magazine
Wish Magazine
NSW Newspapers & Magazines
Sydney Morning Herald M-F
Sydney Morning Herald Sat
Daily Telegraph M-F
Daily Telegraph Sat
The Sun-Herald
Newcastle Herald M-F
Newcastle Herald Sat
Illawarra Mercury M-F
Illawarra Mercury Sat
The Sydney Magazine (Magazine)
ACT Newspapers
Canberra Times M-F
Canberra Times Sat
Canberra Times Sun
VIC Newspapers & Magazines
The Age M-F
The Age SAT
Herald Sun M-F
Herald Sun SAT
Sunday Age
Sunday Herald Sun
The Age Melbourne Magazine
(Magazine)
TAS Newspapers
The Examiner M-F
The Examiner SAT
The Sunday Examiner
National Magazines
BRW
Smart Investor
Travel + Leisure
Bulletin
Time
NSW & VIC Magazines
Good Weekend HOST
Sunday Life HOST
Sunday Magazine HOST
Mar-08
Dec-07
Mar-07
% Change last
quarter
% Change last
year
184
90
140
121
257
416
387
56
192
91
149
121
256
406
380
62
188
104
159
125
216
375
369
59
-4.2%
-1.1%
-6.0%
0.0%
0.4%
2.5%
1.8%
-9.7%
-2.1%
-13.5%
-11.9%
-3.2%
19.0%
10.9%
4.9%
-5.1%
434
521
214
151
456
320
25
39
14
21
257
428
527
217
157
455
315
29
44
14
21
257
409
511
209
148
455
321
26
36
15
20
218
1.4%
-1.1%
-1.4%
-3.8%
0.2%
1.6%
-13.8%
-11.4%
0.0%
0.0%
0.0%
6.1%
2.0%
2.4%
2.0%
0.2%
-0.3%
-3.8%
8.3%
-6.7%
5.0%
17.9%
50
77
49
51
78
47
53
78
40
-2.0%
-1.3%
4.3%
-5.7%
-1.3%
22.5%
314
369
257
225
292
248
331
384
261
231
304
250
329
399
262
237
302
254
-5.1%
-3.9%
-1.5%
-2.6%
-3.9%
-0.8%
-4.6%
-7.5%
-1.9%
-5.1%
-3.3%
-2.4%
148
160
178
-7.5%
-16.9%
11
12
11
11
13
10
13
14
11
0.0%
-7.7%
10.0%
-15.4%
-14.3%
0.0%
81
94
36
n/a
103
93
90
35
107
108
130
94
41
120
125
-12.9%
4.4%
2.9%
0.0%
-4.6%
-37.7%
0.0%
-12.2%
0.0%
-17.6%
890
731
748
520
568
911
759
759
536
565
910
790
757
536
575
-2.3%
-3.7%
-1.4%
-3.0%
0.5%
-2.2%
-7.5%
-1.2%
-3.0%
-1.2%
436
434
428
0.5%
1.9%
Source: Roy Morgan Readership Survey March 2008
NSW Metro Newspapers
AB Readership
Readership -000's
600
521
434
456
400
320
214
151
200
0
Sydney
Morning
Herald M-F
Sydney
Morning
Herald Sat
Daily
Telegraph
Sat
400
The Sunday
Telegraph
369
314
300
The SunHerald
Victoria Metro Newspapers
AB Readership
500
Readership -000's
Daily
Telegraph
M-F
292
257
225
248
200
The Age M- Herald Sun
F
M-F
The Age
SAT
Herald Sun Sunday Age Sunday
SAT
Herald Sun
Source: Roy Morgan Readership Survey April 2007 – March 2008
Readership -000's
800
Newspaper Inserted Magazine (Saturday)
AB Readership
731
600
387
400
200
0
600
Australian Magazine
Newspaper Inserted Magazine (Sunday)
AB Readership
Readership -000's
520
436
400
200
National Metro Newspapers
AB Reader Profile
80%
72%
% of Readers
70%
54%
60%
60%
49%
50%
40%
30%
20%
10%
0%
AFR (M-F av)
AUST (M-F av)
AFR (Sat)
AUST (Sat)

fairfax media publications circulation and readership results for

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