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The Australian Newspaper Marketplace

The Australian Newspaper Marketplace. Content. Ten year trends in newspaper and other media usage Recent trends in newspaper readership newspaper sales Ad spend Newspapers relative to other media Newspapers by publication type Major newspaper titles over time Readership Sales.

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The Australian Newspaper Marketplace

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  1. The Australian Newspaper Marketplace

  2. Content • Ten year trends in newspaper and other media usage • Recent trends in • newspaper readership • newspaper sales • Ad spend • Newspapers relative to other media • Newspapers by publication type • Major newspaper titles over time • Readership • Sales

  3. ten year trends in Newspaper and other media usage

  4. Media usage in general, including newspapers, has increased over the last ten years Despite increasing internet usage, in 2009 more people are reading a newspaper each week than are using the internet each month Source: Roy Morgan single source

  5. Newspaper readinghas been resilient as the media has fragmented over the last ten years

  6. Newspaper saleshave been resilient as media has fragmented over the last ten years

  7. Recent Trends in Newspaper readership

  8. Reading of national weekday newspapers Source: Roy Morgan single source, annualised

  9. Reading of national weekend newspapers Source: Roy Morgan single source, annualised

  10. Reading of metro weekday newspapers Source: Roy Morgan single source, annualised

  11. Reading of metro Saturday newspapers Source: Roy Morgan single source, annualised

  12. Reading of metro Sunday newspapers Source: Roy Morgan single source, annualised

  13. Reading of major regional newspapers Source: Roy Morgan single source, annualised

  14. Recent Trends in Newspaper sales

  15. Sales of national weekday newspapers are only slightly lower than they were five years ago New Audit rules in place from Sept 2006 – prior figures not directly comparable Source: ABC circulation, annualised

  16. Sales of national weekend newspapers are higher than they were five years ago New Audit rules in place from Sept 2006 – prior figures not directly comparable Source: ABC circulation, annualised

  17. Sales of metro weekday newspapers have been resilient despite the economic downturn New Audit rules in place from Sept 2006 – prior figures not directly comparable Source: ABC circulation, annualised

  18. Sales of metro Saturday newspapers have been resilient despite the economic downturn New Audit rules in place from Sept 2006 – prior figures not directly comparable Source: ABC circulation, annualised

  19. Sales of metro Sunday newspapers are only slightly lower than two years ago New Audit rules in place from Sept 2006 – prior figures not directly comparable Source: ABC circulation, annualised

  20. Sales of major regional titles have held up well over the last couple of years New Audit rules in place from Sept 2006 – prior figures not directly comparable Source: ABC circulation, annualised

  21. AD spend: Newspapers relative to other media

  22. Newspapers are the equal largest advertising medium in Australia Total Calendar 2009 ad spend*: $11,108 million * Excludes classified directories ^ includes Newspaper Inserted Magazines Source: CEASA

  23. Newspapers take a fifth of national advertising Total Calendar 2009 NATIONAL ad spend: $6,453 million ^ includes Newspaper Inserted Magazines Source: CEASA

  24. Newspapers take the majority of Australia’s classified advertising Total Calendar 2009 CLASSIFIED ad spend*: $1,541 million * Excludes classified directories Source: CEASA

  25. Newspaper revenues have tracked the market over the last 5 years Declines in the last year have been largely driven by economic/GFC factors rather than structural ones.  All main media (other than online) have been impacted. -15.7% -6.6% -8.3% +9.4% -3.6% -18.1% -11.9% Total advertising excludes classified directories Source: CEASA

  26. AD spend: Newspapers by publication type

  27. Metro and national titles account for half of all advertising in newspapers Newspaper Calendar 2009 TOTAL ad spend: $3,471 million Source: CEASA

  28. Metro and national titles account for the majority of all national advertising in newspapers Newspaper Calendar 2009 NATIONAL ad spend: $1,335 million Source: CEASA

  29. Regional and suburban titles account for over half of newspaper retail advertising Newspaper Calendar 2009 RETAIL ad spend: $1,065 million Source: CEASA

  30. Metro and national dailies take over half of all newspaper classified advertising Newspaper Calendar 2009 CLASSIFIEDad spend: $1,072 million Source: CEASA

  31. National and Retail newspaper advertising has held up well in the face of the GFC Classified advertising was hardest hit by the GFC (particularly Employment and Automotive).  Retail experienced a decline in the face of decreased discretionary income, while National declined only slightly. Source: CEASA

  32. All newspaper categories grew ad revenue up until the economic downturn Source: CEASA

  33. Top 10 advertisers in National and Metro press (display only) NB Analysis of motor vehicle data excludes dealer advertising Source: CEASA/ Nielsen Media Research AdEx, 2009

  34. Top 10 advertisers in Regional press (display only) NB Analysis of motor vehicle data excludes dealer advertising Source: CEASA/ Nielsen Media Research AdEx, 2009

  35. Newspaper readership over time by title

  36. National newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  37. NSW/ACT newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  38. VIC newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  39. QLD newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  40. SA newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  41. WA newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  42. TAS newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  43. NT newspapers - readership over time Amended readership question phasing in from June 2008 - June 2009. Data from September 2009 onwards not comparable to previous periods. Source: Roy Morgan single source

  44. Newspaper circulation over time by title

  45. National newspapers – sales over time Requests for data on earlier time periods should be addressed directly to the ABC. Source: ABC, Australia Average Net Paid Sales

  46. NSW/ACT newspapers - sales over time Requests for data on earlier time periods should be addressed directly to the ABC. Source: ABC, Australia Average Net Paid Sales

  47. VIC newspapers - sales over time Requests for data on earlier time periods should be addressed directly to the ABC. Source: ABC, Australia Average Net Paid Sales

  48. QLD newspapers - sales over time Requests for data on earlier time periods should be addressed directly to the ABC. Source: ABC, Australia Average Net Paid Sales

  49. SA newspapers - sales over time Requests for data on earlier time periods should be addressed directly to the ABC. Source: ABC, Australia Average Net Paid Sales

  50. WA newspapers - sales over time Requests for data on earlier time periods should be addressed directly to the ABC. Source: ABC, Australia Average Net Paid Sales

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