The Saturday Age is hemorrhaging readers, down 8.1% in just three months, the dailyâ€™s not much better dropping 6.5% and the Sunday Age doing dismally with a 6.1% fall. By contrast the Herald Sun is doing very well indeed compared with its competition and with newspapers throughout the English speaking world. The Herald Sun is truly the jewel in the News Corp crown.
In advertising circles, a readership number below 700,000 as The Age now has is regarded as putting one in the category of â€œniche publication.â€ Itâ€™s a bad look, insiders say.
One industry insider thought it particularly amusing The Age was so slavishly embracing the extreme-left Greens party because it appears that the inner-urban environmentally concerned are dropping off as subscribers, newspaper buyers and even as those willing to admit reading a dead-tree product.