Media Monday: Print newspaper and magazine readership mostly down, Val Morgan Outdoor acquires BP screens

In Australian media news this week, the latest newspaper and magazine readership figures from Roy Morgan Research, Val Morgan Outdoor acquires BP petrol digital screens, and the Outdoor Media Association welcomes two new members, Adled and Tonic Health Media.

 

Newspaper and magazine readership figures March 2015 – Roy Morgan Research

Newspaper readership March 2015

 

Monday to Friday

Among this selection of newspapers, Melbourne’s The Age was the only one to increase its readership for the year to March 2015.

  • The Australian: 334,000 (down from 356,000 in March 2014),
  • Australian Financial Review: 197,000 (down from 234,000),
  • Daily Telegraph: 648,000 (down from 708,000),
  • Sydney Morning Herald: 521,000 (down from 520,000),
  • Herald Sun: 869,000 (down from 1,001,000),
  • The Age: 564,000 (up from 536,000),
  • Courier-Mail: 436,000 (down from 493,000),
  • Adelaide Advertiser: 334,000 (down from 379,000),
  • West Australian: 442,000 (down from 496,000),
  • The Mercury: 82,000 (down from 83,000), and
  • Canberra Times: 70,000 (down from 75,000), and
  • Northern Territory News: 35,000 (down from 37,000).

 

Saturday

Tasmania’s The Mercury was the only Saturday newspaper from this selection that increased its readership in the year to March 2015.

  • The Australian: 664,000 (down from 727,000 in March 2014),
  • Australian Financial Review: 134,000 (down from 160,000),
  • Daily Telegraph: 610,000 (down from 641,000),
  • Sydney Morning Herald: 731,000 (down from 771,000),
  • Herald Sun: 853,000 (down from 981,000),
  • The Age: 668,000 (down from 706,000),
  • Courier-Mail: 542,000 (down from 618,000),
  • Adelaide Advertiser: 391,000 (down from 488,000),
  • The Mercury: 108,000 (up from 103,000),
  • Canberra Times: 97,000 (down from 100,000), and
  • Northern Territory News: 46,000 (down from 51,000).

 

Cross-platform audiences

The Sydney Morning Herald’s combined print and digital audience grew 5.5% to 3,521,000, with the 11.7% increase in website and app audiences offsetting the 7.1% decline in print readership.

The Age’s digital audience also grew 5.8% to a net cross-platform gain of 2.4%.

Tim Martin, general manager – media at Roy Morgan Research, says:

“These results mark for the first full 12-month on 12-month comparison since Fairfax moved to a tabloid format for its Sydney and Melbourne papers – and clearly the decision has paid off with both The Age and Sydney Morning Herald out-performing the industry.

Four mastheads lost digital audiences over the period: Herald Sun, Australian Financial Review, The Mercury and The West Australian.

 

Top eight mastheads for total cross-platform audience March 2015

  1. The Sydney Morning Herald: 3,521,000 (up 5.5% since March 2014),
  2. Herald Sun: 2,587,000 (down 7.3%),
  3. Daily Telegraph: 2,547,000 (up 0.2%),
  4. The Age: 2,522,000 (up 2.4%),
  5. Courier-Mail: 1,954,000 (up 4.8%),
  6. The Australian: 1774,000 (down 3.5%),
  7. The West Australian: 1,276,000 (down 3.6%), and
  8. Adelaide Advertiser: 1,030,000 (down 4.3%).

 

Top 10 most-read print magazines

  1. Coles Magazine: 2,542,000,
  2. Fresh: 2,473,000,
  3. Better Homes and Gardens: 1,826,000,
  4. Women’s Weekly: 1,739,000,
  5. Woman’s Day: 1,557,000,
  6. New Idea: 1,232,000,
  7. National Geographic: 972,000,
  8. Open Road (NSW): 941,000,
  9. That’s Life: 761,000, and
  10. House & Garden: 625,000.

 

Some highlights from the print magazine figures include:

  • Eight out of 12 home and garden titles posted readership increases in the year to March 2015, the largest being Belle up 15.9% to 124,000,
  • Marie Claire remains the most-read fashion title (375,000), followed by Frankie (326,000) and Vogue (320,000),
  • InStyle was the top-performing women’s fashion magazine, growing 5.4% to 177,000,
  • women’s youth magazine Girlfriend (201,000) is on-par with rival Dolly (200,000) for the first time in four years,
  • Women’s Fitness was the best-performing magazine year-on-year, growing 27.4% t 149,000 readers (Citrus Media resurrected this title after its closure by Bauer), and
  • Taste.com.au grew 14.4% to 428,000, overtaking rivals Delicious and Recipes+.

 

Magazine cross-platform audience

Magazines with the largest drops in cross-platform audience between March 2014 and March 2015 were:

  1. Cleo: down 23.2% to 245,000,
  2. Famous: down 21.5% to 266,000,
  3. Women’s Weekly: down 13.3% to 2,092,000,
  4. Woman’s Day: down 12.2% to 1,720,000, and
  5. Women’s Health: down 11.4% to 411,000.

Magazines with the largest growth in cross-platform audience between March 2014 and March 2015 were:

  1. Time Magazine: up 19.1% to 530,000,
  2. Gourmet Traveller: up 10.6% to 418,000,
  3. Marie Claire: up 6.1% to 536,000,
  4. Cosmopolitan: up 4.0% to 245,000, and
  5. Better Homes & Gardens: up 2.8% to 2,026,000.

 

Val Morgan Outdoor expands screens network

Val Morgan Outdoor has acquired P&C Media, adding 52 petrol and convenience outdoor digital screens at BP petrol stations to its portfolio.

The new ‘Pump Extra’ network is expected to add 1.8 million viewers per month to the company’s offering.

Val Morgan Outdoor is Australia’s largest digital-out-of-home provider, currently operating 3000 digital screens in more than 640 retail shopping centres and petrol locations nationwide.

 

digital screen

 

Adled and Tonic Health Media join OMA

The Outdoor Media Association has welcomed two new members, LED screen provider Adled and digital media display company Tonic Health Media.

The two new additions take the total membership of the peak industry body to 32.

OMA CEO Charmaine Moldrich says:

“Our two new members showcase the diversity of our industry and the OMA’s ability to serve the interests of a variety of Outdoor companies; from our traditional printers, installers and media owners, to more technologically driven digital screen suppliers and entrepreneurial digital opportunity developers.”

Michelle Herbison
BY Michelle Herbison ON 11 May 2015
Assistant editor, Marketing Magazine.