Impressive market results prove Fairfax Media dominates Digital domain

16 Feb 2011

Latest market results find Fairfax Media’s online stable has experienced unprecedented growth over the past year in terms of both display advertising revenue and audience.

PriceWaterhouseCoopers’ Internet Advertising Bureau Q4 2010 report found the total display advertising market experienced a 20.2 per cent growth year on year, while Fairfax Media’s online display advertising revenue increased by more than three times this market rate.

Meanwhile, the Nielsen Online results concluded that the domestic audience to Fairfax Media’s online stable grew by 1.1 million unique browsers (or 57 per cent) and domestic page impressions grew by 36.7 million impressions (or 46 per cent) year on year. This growth was the highest among the top five publishers in New Zealand.

Fairfax Media CEO Allen Williams says that Fairfax Media has almost single handily driven the market’s growth and attributes the success to their unique use of cross‐platform integration. “The cross‐channel integration across our newspapers, magazines, online, mobile, apps, tablet, video and newly launched digital TV, is both in terms of our high quality journalistic content which drives audience, as well as our advertising sales. It is unique to Fairfax Media and is really only achieved due to the strength of our 750+ journalists, 90+ titles and the reach and penetration we have to 85.2 per cent of New Zealanders – providing high quality engaging content for our readers and great context for our advertisers,” says Williams.

The results confirm that Stuff.co.nz is the undisputed market leader in online news and information in New Zealand as it continues to outperform its competitors in audience and engagement metrics. ComScore reports that Stuff.co.nz is the number one destination recording more page views, more visits per visitor, and higher time spent per visitor, compared to other New Zealand news sites.

Williams says Fairfax Media continues to invest and develop its digital offering on the back of its Stuff.co.nz success. These product developments are both in terms of innovative advertising formats, content partnerships, and consumer digital offerings.

“We’ve recently launched a new mobile site for Stuff.co.nz and an updated iOS App, which has seen 57,000 downloads since its initial launch in mid‐October 2010. More Apps are in the pipeline, and our investment is also in social media. We have New Zealand’s first Social Media Editor and have a large Facebook presence with 130,000+ followers with a further 38,000+ via Twitter,” says Williams.

“Furthermore, growing the quantity and quality of our online video content is a key strategic objective for Fairfax Media as we increase our investment in video journalism, production and delivery resources. This week we launched our first digital TV offering – RugbyHeaven.co's ‘The Breakdown’ ‐ a twice‐weekly online rugby programme via Stuff.co.nz,” says Williams.

“We are extremely pleased with the latest online market results which bolster our commitment to being a future focussed media company intent on delivering top quality news content, while harnessing technology for the benefit of our news consumers and ultimately our advertisers,” says Williams.

ENDS
Sources:

Nielsen Consumer & Media Insights Q1–Q4 2010
Nielsen Online Market Intelligence Domestic Jan10-Jan11
ComScore MediaMetrix News/Information category December 2010
Omniture SiteCatalyst Nov10-Jan11
IAB Q4 2010 Report

For further information please contact:
Victoria Coleman
Marketing & Communications Manager, Fairfax Media
victoria.coleman@fairfaxmedia.co.nz
09 970 4008

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