OzDoc stretches its lead over Medical Observer

Tim Burrowes

August 27, 2009 11:33

Australian Doctor, the weekly newspaper for medical practitioners, has stretched its lead in the annual survey of readership in the lucrative B2B niche.

The publication clocked up an average issue readership of 86.9% among GPs, ahead of its rival Medical Observer’s 81.2%. Both publications increased their readership on last year, from 81.7% and 78.5% respectively. Australian Doctor is published by Reed Business Information, while Medical Observer belongs to CMP Medica.

Medicine is one of B2B’s most valuable niches because pharmaceutical companies queue up to advertise to persuade doctors to prescribe their products. However, it also tends to have a low profile within the media agency landscape as most buying is controlled by a handful of specialist agencies.

The survey – carried out for Medical Publishers of Australia by Competitive Advantage Research – quizzed a base of 829 GPs about their reading habits.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Al 27 Aug 09

Yay! Good to see some healthcare coverage on this fine site. As part of one of the specialist agencies dealing in healthcare it’s hard to make anyone care very much but there is a LOT of money that flows through these titles that won’t get picked up by any (major) media monitoring service.

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