The latest newspaper citculation figures did not include numbers for mX, the News Limited free newspaper distributed in Melbourne, Sydney and Brisbane. I would not be surprised in the numbers for mX were flat or down. In Sydney tonight, I watched the distribution of mX from two transport hub locations I have been to before looking at the process. I know it is only anecdotal – but the interest in the free newspaper did not appear as strong as the previous two times I visited these locations – the week it launched and mid way through last year. If I am right and circulation is flat or down, I’d say it has to do with the increase in use of the iPhone and iPod.
In the 12 months to March they were included:
http://www.newspaperinnovation.com/index.php/2009/05/18/austrialian-readership-2004-2009/
Piet, I’d love to see circulation numbers.
Circulation figures for Mx have no bearing on how many people pick them up. The publisher is in control of the number they print and subsequently distribute, however, Roy Morgan readership will give you some idea as to numbers of copies printed/distributed to numbers of people reading it and thus the trend or level of consumer acceptance.