Fairfax Media withdraws mastheads from digital audit
Fairfax Media is to stop publishing audited digital subscriber numbers after both The Age and The Sydney Morning Herald went through several quarters showing declines.
The company will now release, along with its financial results to the ASX, only a total number of paid digital subscribers based on its internal numbers.
Fairfax says the reason it’s dropping the audit is because it no longer follows the company’s commercial strategy and the audited number is not something advertisers have been demanding.
Fairfax CEO Hywood has form. Back in his days at The Age he shifted the metric from premium targets AB to what he called ABCD. The fact was that the traditional high value audience had walked.
Now the same guy is shifting the metric because his core audience has walked.
Fairfax only had the high road option and the Grocer backed the low road CEO.
It’s a shame.
There goes the business “model”
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