Fairfax’s slips below 4m in December as News Corp’s reigns supreme

Fairfax Media’s online unique audience for Sydney masthead The Sydney Morning Herald has tumbled below 4m for the first time since the new Nielsen Digital Ratings launched in February.


For December the site posted a unique audience of 3.648m, down 9% on its November audience of 4.013m.

Its performance saw it beaten by News Corp’s, which once again reigned supreme on the top 10 news sites, and ABC News websites. was the only news site to crack the 5m barrier with a December unique audience of 5.256m, down 2% on November’s audience of 5.351m. claimed second place with a unique audience of 4.268m, down 8% on November’s audience of 4.621m, while ABC News reported a December audience of 4.203m, down 13% on November’s 4.835m.

The Daily Mail remained steady at fifth place despite a 12% month-on-month decline from 3.072m in November to a unique audience of 2.716m in December.

The Guardian came in at sixth place with a December audience of 2.578m, down 12% on its November figure of 2.941m.

Yahoo7 News was down 15% from its November audience of 2.936m, dropping to 2.482m in December, while the BBC posted a December audience of 2.404m, down 9% on November’s 2.649m.

Rounding out the top 10 was News Corp’s Herald Sun, with a December audience of 2.172m, down 2% from November’s 2.219m, and Fairfax Media’s The Age, down 2% from November’s 2.084m to sit at 2.032m in December.

Outside of the top 10, Buzzfeed posted a December audience of 1.759m, down 9% on November’s unique audience of 1.930m, while The Huffington Post reported a decline of 26%, month-on-month, with a December audience of 1.550m, down from November’s 2.085m.

News Corp’s The Australian reported a December audience of 1.214m, 2% down on November’s audience of 1.239m while fellow masthead saw its December audience sit at 1.466m, 7% down from November’s 1.575m.

The New Daily saw its audience slip below 1m, reported a December audience of 828,000, down 18% from its November audience of 1.007m.

Mamamia reported a unique audience for December of 845,000, down 2% from November’s 862,000 while Mashable saw its audience slip 33% month-on-month, down from November’s 487,000 to 326,000.


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