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1259 posts

Uber Geek

#237880 21-Jun-2018 21:01
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According to this article the herald print readership has defied all odds and international treads, managing stellar double digit growth in just one quarter (up 8% YOY).


However circulation figures show a different story (down 6% YOY)


For readership figures to go up on a declining circulation means more people must read each copy - hard to believe in a digital world.


Clearly back in the day the readership survey was a valuable tool for advertisers to decide where to spend their marketing dollar.  Now it appears that these figures are so far removed from reality that not even agencies believe them anymore.


Nielsen should be ashamed that their name is on this so called independent research (paid for by the very companies that benefit from them) and it's not the first time the NZME CEO has trumpeted that increase in print readership (despite circulation going backwards) 


The formula for working our readership doesn't appear to have developed over the years even though our consumption habits have changed, as I understand it they still multiply the number of copies printed by 4 (e.g. 4 people apparently read each paper)  


As a business owner and advertiser I find it impossible to believe these kind of figures, surely someone at some point has to wake up and understand the damage they are doing to their brand by releasing this rubbish?

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2523 posts

Uber Geek

Lifetime subscriber

  #2042011 21-Jun-2018 21:08
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Received snail mail this week from the Herald offering six weeks of free newspapers delivered.
That's how they're increasing their circulation.

839 posts

Ultimate Geek

  #2042039 21-Jun-2018 22:12

Could it be people reading copies at work or similar situations?


3885 posts

Uber Geek

  #2042042 21-Jun-2018 22:24

kryptonjohn: Received snail mail this week from the Herald offering six weeks of free newspapers delivered.
That's how they're increasing their circulation.

Have previously received the same offer. Wasn't interested in a free Herald subscription, despite having a paid NBR subscription.

That shows the value I place on those two papers.

2621 posts

Uber Geek
Inactive user

  #2042055 21-Jun-2018 23:41
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Perhaps the online readership ALSO counts?

“In the digital world” advertising on a digital platform surely counts as much (or better) than in print?

So paper copies down (as quoted) but readership “eyes on text” up (if counting _readers_ instead of _issues_?

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