The press release I received yesterday about the first year of The Saturday Paper is interesting not only because of the success of the title but also because of the insight it provides to the reader. Insights like these from suppliers can help us make more from products people come to our shops to seek out.
Read paragraph five of the release and think about what else you can pitch to shoppers who come in to seek out The Saturday Paper and thereby make carrying the title more valuable.
THE SATURDAY PAPER
February 9, 2015
Press Release: for immediate release
The Saturday Paper launched in March 2014, with publisher Morry Schwartz and editor Erik Jensen at its forefront. The Saturday Paper was founded on a belief that newspapers are not dead, they just stopped doing their job well. The Saturday Paper was a brave voice then and now.
In 2015, The Saturday Paper is pleased with the growth and progress reflected in the release of Roy Morgan research data. Within its first year of publishing, The Saturday Paper has established a readership of 99,000 in New South Wales, Victoria and Australian Capital Territory alone, not including their presence in Queensland and South Australia. (Roy Morgan, December 2014)
In its surveyed regions, The Saturday Paper has a readership 24% bigger than the Weekend Australian Financial Review.
Within its first year, The Saturday Paper has established a loyal readership, holding a 60% subscription renewal rate. Sales are currently averaging 60,000 copies per week nationally. In 2015, The Saturday Paper will be expanding its reach and planning a highly-anticipated launch in Tasmania.
The Saturday Paper’s AB demographic is 46% (Roy Morgan, December 2014). Research conducted by MediaCom revealed that 55% of The Saturday Paper’s audience holds a postgraduate degree. The Saturday Paper’s audience is highly engaged, with 54% of the readers spending more than one hour every week reading the print edition. (MediaCom Survey October 2014)
“It’s been extraordinary to watch The Saturday Paper grow,” said editor Erik Jensen. “We have found the audience we knew was there, an audience of readers longing for seriousness and sophistication.”
The Saturday Paper has provided quality and industry-recognised content. In 2014, The Saturday Paper was nominated for two Walkley Awards: Erik Jensen for ‘all media headline journalism’ and Luke Williams for ‘feature writing short’.
Shame we can’t get it here in WA!
Concerning is the 60% subscription comment.
That’s their renewal rate. While I am not a fan of subs, if I was a publisher I’d push them as they are vital to selling advertising.