Australian free daily sees mixed results
By Alexandra Zeumer, Thursday 22 May 2008 at 23:24 :: Circulaton & Distribution :: #1692 :: rss
Free afternoon daily mX, published by News Corp., is appearing to have mixed readership results over the past couple of years, Newspaper Innovation reported Thursday.
In Sydney, readership fell from 91,000 to 88,000 from April 2006 to March 2007. In Melbourne, mX readership plummeted more, from 147,000 to 131,000.
The Brisbane edition, which was launched in 2007, appeared to have some growth from 29,000 daily readers, March through September 2007, to 35,000 in 2007-2008, according to Newspaper Innovation.
These mixed results could mean one of two things, that either the market is saturated or the publisher, Rupert Murdoch's News Corp., has an intentional strategy by to maintain a steady circulation at a specific level, Newspaper Innovation reported.
The Australian, Sydney Morning Herald, The Age, Herald Sun and Courier-Mail, all paid papers, witnessed an increase in readership in the same 2006-2008 period. Daily Telegraph reader numbers were steady.
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