-most comprehensive ‘dashboard’ of metrics published to date in Australia-

February 10, 2012: In an ambitious move intended to provide a complete measurement 'dashboard' of its audiences across all platforms, Fairfax Media Metro Division today published its inaugural Metro Media Audience Report.

The report, which is a first in Australian publishing, provides a holistic view of audiences for The Sydney Morning Herald, The Sun-Herald, The Age and Sunday Age across online, digital, mobile and print platforms.

To be released four times a year as a quarterly report, and 10 times as a monthly, the Fairfax Metro Media Audience Report has been produced as a response to a growing need among key media industry stakeholders for greater visibility and transparency in audience measurement.

“This is a very significant development in the way we present information about Fairfax Metro audiences to the market,” CEO Fairfax Metro Media, Jack Matthews said.

"As the logical next step following our restructure, this move is to give our stakeholders, including media agencies, advertisers, shareholders and analysts, a fuller understanding of how audiences are engaging with our major Metro Media brands.

“We are successfully creating a truly multi-platform experience for our audiences, so if we don‟t report on how each brand is engaging with them on every platform, we are painting an incomplete picture,” he said.

“We will no longer gauge our success or measure ourselves on a single-dimension or metric, but to look at how audiences are engaging with our brands across all platforms and time-frames.

Until now, accurate reporting on all platforms has been split between multiple sources including the Audit Bureau of Circulations, Roy Morgan Research, Nielsen Online Ratings, and Nielsen Market Intelligence, many of them published at different times.  

As a result it has proved difficult for the market to create a meaningful, holistic picture of how Fairfax brands are performing in the crucial metrics of reach and engagement.

The new Fairfax Metro Media Audience Report metrics comprise unique audience, time on site per person per month, average monthly streams, M-site average monthly views, app downloads and tablet downloads, total masthead sales (print and digital) and net readership. 

More metrics are expected to be introduced into future editions of the report to reflect the evolving media landscape and changes in media consumption patterns.

“In a fragmenting media environment, audiences demand news, information and entertainment content on whatever device at whatever time they please,” Matthews said.

“Fairfax understands those audience demands, so our strategy is to deliver to those needs. The new Metro Media Audience Report is a key development in the way we measure our audiences against our strategy.”

Highlights from the first Fairfax Metro Media Audience Report, which covers the October to December 2011 quarter, include: 

  • Fairfax Metro Media‟s audience for print and web has increased by 26% over the last five years with the growth of digital platforms
  • Fairfax Metro Media‟s audience is now in excess of seven million Australians As well as growing audience in individual digital channels, the level of consumer engagement with Fairfax Metro Media brands across multiple platforms is increasing, with a 16% growth in the number of people consuming both digital and print products
  • Fairfax is the number one mobile content publisher in Australia with its mobile sites, with 272,000 average daily unique browsers - more than twice the audience of the nearest competitor.
  • Mobile app page views have increased 145% on the same quarter last year
  • Tablet downloads have exceeded 400,000 across The Sydney Morning Herald and The Age 

“What this report clearly shows is that our audience isn‟t just about print newspapers,” Matthews said. 

“Our audiences consume our product at work, on-the-move and at home. And they all use our various platforms differently. We‟ve learnt that people use the same content in different ways on different devices and at different times.

“Having a report that measures our audiences across every platform shows where our business is heading in the future – we have been aggressively responding to structural decline in print publishing in metropolitan media markets.

“And due in large part to new, digital delivery channels, our journalism is not only reaching larger audiences than ever before, but we are also engaging with our readers in a way that is most convenient for them,” Matthews said. 


Downloadable PDF (PDF 80.7KB)

Attachment: Fairfax Metro Media Audience Report (PDF 137.4KB)


Media enquiries to: 

Simon Lloyd

Access Public Relations

T: +61 2 9292 7003

M: 0424 470 923

E: simon@accesspr.com.au