Fairfax accuses rivals of 'propping up' circ

By David Blight | 10 August 2012

After the release of today's circulation and readership figures, Fairfax has argued its rivals are propping up print sales numbers, while criticising News Limited for not releasing digital sales data.

In a press release this morning, Fairfax was highly critical of other publishers' reporting of numbers.

“The print readership fall is most noteworthy at other publishers' titles which have not been actively eliminating unprofitable circulation and are claiming 'steady' circulation in audit results,” the company said.

“Analysis of their circulation results shows their titles moving heavily into bulk channels to prop up circulation.

“Since late 2011 The Age, The SMH and The Sun-Herald print businesses have been raising prices and actively shedding unprofitable circulation to focus on retail and subscription sales.”

Fairfax went on to criticise News Limited publications The Australian and the Herald Sun for not making digital sales data public.

“The Age and The SMH are providing full disclosure of all sales and audience measures in FMMAR every month. Neither The Australian nor the Herald Sun have released any data on their digital sales in their audits.”

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