Fairfax Metro Media Audience Report May 2012


- Continued progress in delivering initiatives to drive profitable circulation - 

May 25, 2012 

  • First ever release of monthly Total Masthead Sales
  • 85-100 per cent jump in mobile audience year-on-year
  • 10-15 per cent rise in tablet daily unique browsers month-on-month
  • Female use of tablet grows 

Fairfax Media’s Metro Media division today published its monthly Audience Report (FMMAR) for April.

This is the third publication of a monthly FMMAR following the launch of this comprehensive overview of audience measurement across mastheads and platforms in early 2012.

Metrics presented in this monthly FMMAR reflect the progress so far in the implementation of Fairfax’s strategy for its metropolitan markets which focuses on achieving sustainable, profitable print circulation and growing its high-quality, engaged audiences across media platforms.

Previous editions of this report have revealed the new approach to marketing The Sydney Morning Herald and The Age to secondary schools, switching the priority from selling papers to selling digital subscriptions. Other initiatives which have contributed to the managed reduction in print sales in this latest report include reduced distribution at some events and the progressive withdrawal of offers where a paper is included as a bundled, deeply discounted secondary item with another purchase (for example, at supermarkets, car washes or gyms).

April 2012 saw a higher circulation than March 2012 due to the fall of Easter, a traditionally good selling period.

In addition to measuring audiences across mastheads and platforms Fairfax Media also works with research partners to conduct unique research to gain a deeper understanding of how consumers behave across media channels. Our latest research into tablet usage is included in this report.

Key insights and themes from the latest audience measurement and research are available in this downloadable PDF  (PDF 714KB)