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Australian Doctor narrowly beats Australian Family Physician as most-read among GPs

Australian Family Physician grew its average issue readership (AIR) among GPs to 71.6% up from 69.5% in 2016, narrowly losing out on the top spot to Australian Doctor in a survey carried out by Competitive Advantage Research.

The survey, commissioned annually by Medical Publishers of Australia, quizzed 854 GPs about their reading habits.

With just a 0.1 point difference between the two titles, Australian Doctor achieved a 71.7% AIR, just 0.1 points up from the previous year.

Medicine Today fell 1.0 points to 69%, after last year’s strong rise of 4.7% could not be replicated.

Elsewhere, Medical Observer achieved 63.0%, Medical Republic 52.2% and Medical Journal of Australia 25.3%.

“With no significant change overall in the reported levels of print readership in 2017 as compared with last year, GP use of print media remains as extensive as it has always been in this category,” said Ashley Sparkes, principal of Competitive Advantage Research.

“As shown through extended research of multiple media channels this year, including digital, print isn’t the whole story anymore, but it’s just as big a story as ever. That’s in contrast with reported visits by pharmaceutical reps, which have declined by 24% over the past six years.”

Source: Competitive Advantage Research for Medical Publishers of Australia

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