GEELONG Advertiser is losing its readers in drastic fashion, according to the latest Roy Morgan figures.
Statistics released this week show readers of the Addy’s flagship Saturday paper tumbled from 89,000 to 68,000 in the 12 months to March this year – almost 24 per cent and dramatically underscoring a circulation crash of around 30 per cent over the past decade.
The Saturday Addy’s circulation was at just 33,695 in the last December quarter, well down on the 48,133 it enjoyed in 2003.
Roy Morgan figures show Monday-to-Friday readership down also, from 62,000 to 46,000 in the 12 months to March – a crash of 25 per cent.
Circulation of paid newspapers is defined as the number of copies distributed on a particular day, mostly through sales.
Unnerved by declining readership figures, many papers have opted for a new system offered by the controversial EMMA, which includes online and social media exposure, and which has regularly shown widespread growing readership while circulations falls away.
The latest Roy Morgan figures showed other regional papers performing well, their readership climbing – notably the Cairns Post, Illawarra Mercury, Sunday Canberra Times and Hobart Mercury – but not the Geelong Advertiser.
