Newspapers to finally reveal average daily sales

The Australian newspaper industry has finally acceded to long running advertiser and agency demands to provide transparency over daily newspaper sales.

An announcement from marketing body The Newspaper Works this morning said: “The members of The Newspaper Works, News Limited, Fairfax Media, APN News & Media and West Australian Newspapers, have advised the Audit Bureau of Circulations Rule Review Sub-Committee that they plan to significantly increase reporting of circulation data, including their daily sales figures.”  

At present, advertisers have little idea how sales of a newspaper fare on, for instance, a Monday compared to a Friday. All that is available is an averaged Monday to Friday figures, along with numbers for Saturday and Sunday editions.

Greater transparency has been a major demand from advertisers.

In December the Australian Association of National Advertisers issued a wish list of ten areas for the industry including issue-specific reporting.

Tony Hale, CEO of  The Newspaper Works, said: “We understand and support the request of advertisers and advertising agencies to increase the availability of sales data for national, metropolitan and regional publications. Responding to advertisers and agencies, we propose bringing average daily sales reporting for Monday to Friday editions in line with reporting for weekends.”

According to the announcement: “Going forward, average sales will be available for each day of the week on a quarterly basis.” The new regime should kick in from July, the announcement said with the first information available in November.

It added: “Discussions will take place to determine whether reporting will be provided through a combination of Audit Bureau audits and publisher statements.”


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