Mixed results in latest newspaper figures

May 10 2013, 11:32 am | BY Martin Trevaskis | No Comments

The latest ABC Circulation figures show The West Australian was the only major metropolitan daily newspaper in Australia to increase circulation over the quarter, albeit by the slightest of margins. In the three months to the end of March 2013, sales of The West Australian M-F rose 0.05% (from 176,105 to 176,189) while every other daily newspaper in Australia fell.

Year-on year though, The West Australian recorded a fall of -2.02% (179,824 to 176,189) Monday to Friday, while The Weekend West dropped -3.92% (314,568 to 302,250). Even so, The Weekend West was the third highest selling Saturday newspaper in the country.

The West’s results were better than every other major metropolitan paper, with the exception of Saturday’s Australian Financial Review, which recorded a stellar 18.17% increase YOY (69,057 to 81,606).

The Sunday Times slipped -3.72% for the quarter (267,279 to 257,330) and -8.13% YOY (280,112 to 257,330).

Roy Morgan figures show Readership for both papers fell year-on-year, although the base numbers are still strong. The West Australian’s average readership M-F was 496,000 (-4.4%) and 696,000 (-6.5%) on Saturday. The Sunday Times was 597,000 (-5.8%).

A statement released by WAN said it was an outstanding performance to be the only major metropolitan daily newspaper in Australia to increase circulation over the quarter:

“In the three months to the end of March, sales of The West Australian rose while every other daily newspaper in Australia fell. The latest ABC circulation audit and Morgan Readership results* have confirmed that The West Australian and The Weekend West remain WA’s number one newspapers for advertisers. Every week 985,000 West Australians read at least one edition of The West Australian generating a huge 3.1 million exposures for advertisers, making The West Australian an advertising medium not to be overlooked.”

Michelle dThe Sunday Times’ Michelle d’Almeida (pictured) said it was a solid result for her paper.

“I’m delighted that more than a quarter of a million (257,330) West Australians continue to buy The Sunday Times each week…[and] I’m pleased that The Sunday Times has the largest single day audience of 597,000 on the day West Australians are most engaged. Sunday has become the number one day for retail sales in Western Australia and is the day when West Australians are most likely to make purchasing decisions for big ticket items. Because of this, the value of The Sunday Times as an advertising platform and its influence in a consumer’s purchasing decision increases greatly.”

Readership: Morgan Readership Survey 12 months to 31 March 2013 Circulation: ABC audit three months to 31 March 2013.