Fairfax: Metro Media Audience Report - April 2012

Fairfax Media Metro Division continues its market-leading initiative to provide comprehensive sales and audience information with the publication of the second monthly Fairfax Metro Media Audience Report (FMMAR).

FMMAR provides a comprehensive overview of audience measurement across its mastheads and platforms (see final page of this report for the summary chart). Fairfax Metro Media also works with existing research partners and conducts its own research to gain further understanding into cross-platform audiences and their usage habits. These insights are presented in the key themes section of this report.

Specifically, this month's FMMAR shows the first effects of changes to Fairfax Media's approach to managing circulation in the secondary school market, where subscription arrangements are now encouraging a shift from print to digital editions. While figures will vary from month to month with the timing of school terms and promotional activities, in March education circulation initiatives translated to a strong increase in paid digital edition sales and a corresponding decline in sales of the print edition.

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