Content Marketing Blog

Falling sales at Australian newspapers

Australians may be turning to an increasing number of online and offline sources to get their information as the overall sales of newspapers dropped 2.7 per cent.

Audit Bureau of Circulations figures showing this decline represent newspaper consumption in the final three months of 2010 compared with the October-December period in 2009.

Circulation of local, regional and national papers throughout Australia is now thought to be 19.6 million.

But newspapers were not the only form of print media to suffer in the latest round of data – the research also indicated that magazine circulation dropped by seven per cent in this same period. Some titles witnessed double-digit falls, notably Dolly (down 26 per cent) and Grazia (19 per cent).

One thing the figures did not show, however, is the take-up of news and magazine publications on digital platforms, including the web, smartphones, iPads and e-readers. Digital sales are not included in the data at present – and publishers are calling for these to be included in the total circulation figures, rather than reported separately.

It's no secret that the web has been changing the news game for years – blogging, social media sites such as Twitter, YouTube and Facebook, online publications, apps and even the emergence of e-readers have all affected the way we seek out and consume information.

Now more than ever, it is important for a content marketing strategy to strike the perfect blend of fresh content, the right media platforms and opportunities for user interaction to catch readers' attention and boost audience engagement.