Sunday Age “outperforms the rest”
I’m always amused when one of the newspapers crows about the latest circulation figures.
THE Sunday Age continues to be the best-performing metropolitan newspaper in Australia, according to the latest circulation figures.
The newspaper recorded the best year-on-year growth to September 2011 of any daily, Saturday or Sunday newspaper in the country.
It takes a particularly selective use of the figures to come up with the headline “outperforms the rest”. In the article they quote the Sunday Age’s circulation of 228,826, but fail to mention the circulation of their competitors.
The figures were all published last week. The Age is outstripped by their main competitor in Melbourne, the Herald Sun, every day of the week.
While it’s true that the Sunday Age is growing in circulation (by 2126 in a year apparently), I think it’s rather optimistic to claim it “outperforms the rest” when it’s only selling 41% of the competition, and at this rate of growth (and the current rate of loss for the Sunday Herald Sun), it’ll take another ten years to get equal.