Dr Mumbo

When a surge ahead is a surge downwards

As Mumbrella reported on Friday, national title The Australian saw its weekday print circulation drop below 100,000 for the first time.

In truth, compared to many of its rivals, that wasn’t a bad performance.

Still, Dr Mumbo does wonder whether the headline in The Oz about the numbers will have puzzled readers who bothered to look at the table immediately below.

australian sales surge

While the headline boasted of sales showing a “surge ahead”, the table showed a decline of 2.5%. Dr Mumbo supposes it all depends upon how one defines a surge.


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