Australian readership

Two of three free mX editions published in Australia have seen their readership go down in the twelve months to June 2008 compared to the same period in 2007.

mX Melbourne went from 157,000 readers to 122,000 while the Sydney edition went from 99,000 to 87,000. In 2007 both edition gained readers compared to the previous year.

The Brisbane edition had 36,000 daily readers – an increase compared to previous periods (the paper was not included in the June 2007 research).

All paid papers, except for the Daily Telegraph, increased their daily readership. (click on picture for bigger size.) (Roy Morgan)

8 Responses to “Australian readership”

  1. Andreas Says:

    Why is the “Manly Daily” excluded in this audit?

  2. Piet Bakker Says:

    The Roy Morgan research press releases (to be found online) do not include the Manly Daily. The paper itself, however, quotes from the Roy Morgan research from March 2008 and claims a readership of 158,000.

  3. Andreas Says:

    I checked the press release and just wondered whether you know why “Manly Daily” is excluded by Roy Morgan. It doesn’t make sense to me. May I also ask you where the data 2001 – 2006 for your graph is taken from?

  4. Piet Bakker Says:

    Apparently it is not excluded from the research, only from the press releases. All press releases till 2001 are online:

  5. Andreas Says:

    Right, my fault. Thank you very much!

  6. Anonymous Says:

    mX readership down? Really? Why are the bins often empty then? Is there a phantom mX muncher taking my copy before I can get to it?

  7. Fiona Says:

    Even more interesting is the Neilsen figures which according to survey 5, 2008, mX Sydney has a readership of 303,000 and mX melbourne has a readership of 310,000 (a total of 613,000).

    With Nielsen surveys conducted online and Roy Morgan surveys conducted by questionnaire during the day on weekdays, which measurement would you choose to reach the 18-39 year old market?

  8. Piet Bakker Says:

    The drop is indeed not very well explained. One of the earlier researches was criticized by mX because the number of respondents was rather low.

    The way of survey is indeed rather important. Only (land line) telephone is increasingly problematic, specificly when young readers are concerned, only online has other problems. Advanced readership research uses mixed models.

    With a circulation of 90,000 to 100,000 both in Sydney and Melbourne you would expect a readership of at least 200,000. With a major part distributed through public transport anything below 2 readers per copy suggest something wrong (either with distribution, circulation claimed or survey conducted).