Readers desert Geelong Advertiser as sales fall

THE GEELONG Advertiser lost about 10 per cent of its readers in the 12 months to June, Roy Morgan Research reported today.
Readership of the Advertiser’s weekday papers fell 11.1 per cent and Saturdays were down nine per cent.
Roy Morgan Research said weekday readership was now 54,000 compared to 63,000 in June 2013.
Saturdays were down to 81,000 from 89,000.
Roy Morgan Research has long been regarded as the leading measure of Australian newspapers readership. The company focuses on paid papers in capital cities and large regional centres.
The readership losses follow ongoing reductions in the Advertiser’s audited circulation – the number of papers sold.
Audit Bureau of Circulation reported an 8.2 per cent decline in weekday Advertiser sales in the March quarter. Saturdays were down 7.6 per cent.
Weekdays sales fell to 20,391 from 22,208, with Saturdays down to 36,119 from 39,092.
The figures reflect ongoing decline in the Advertiser’s circulation, which has dropped around a quarter in the past decade. In 2003 the paper reported “record” Saturday sales of 48,133.
The Advertiser today announced it would increase the cover prices of its Saturday paper 10 per cent to $2.20.