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Luke Domrow, PwC Sydney
Lucia Harvey, PwC Melbourne
Scott Walsh, PwC Sydney

Similar to other regions, the Australian newspaper sector is trying to balance impressive growth in digital circulation against continuing declines in total circulation. As high-profile titles continue to lose readers of their print editions, publishers have taken serious measures to adjust, including downsizing print editions and enacting cross-platform newsroom integration to improve digital propositions.

While digital advertising has been more encouraging, it is expected to represent only a third of advertising revenues for newspaper publishers by 2018.

Australian publishers will also continue to face increased competition from overseas English- language publishers, such as the UK’s Guardian and Mail Online which have launched Australian online editions.

Market definition

This segment considers advertising spend split by print and digital, with digital covering all advertising on newspaper websites and mobile device apps.

Consumer spend on circulation is also measured and split by print (newsstand purchases) and digital (subscriptions and payments for newspapers delivered direct to connected devices – PC's, tablets, and smartphones, including fees to access online content).

The segment considers all daily newspapers including weekend editions issued by publishers of daily papers. Advertising in free daily newspapers is included, although free weeklies are not included.

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Australian total market:

  • 5 year historical revenues
  • 5 year forecast revenues

for 11 E&M segments


Special feature:

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  • CMO point of view: David Morgan

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Australia at a glance:

  • 5 year historical advertising revenues
  • 5 year forecast advertising revenues
  • 5 year historical consumer revenues
  • 5 year forecast consumer revenues

Our global perspective on trends shaping the industry

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Special feature:

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Cross media ownership matrix


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  • Consumer and educational books
  • Consumer magazines
  • Filmed entertainment
  • Free-to-air TV
  • Interactive games
  • Internet
  • Music
  • Newspapers
  • Out-of-home
  • Radio
  • Subscription television