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Metro, Sin Chew top newspaper sales chart

Thu 2011-Nov-17 @ +08 15:21:51 pm

Harian Metro has overtaken Sin Chew Daily as the largest-circulating daily newspaper in West Malaysia with both papers showing gains over 2009 sales. The Star is holding its own on the third rung, although its sales have been slipping. The New Straits Times continues to slip, with bulk sales of almost 30,000 propping up sales to barely above 100,000 a day.

The once-proud NST is now third from the bottom of the table, with only the Guang Ming and Makkal Osai behind it. Some of these figures were published in this blog earlier this year, in an advance look at the ABC figures. » ABC Sneak Peek

The figures in the chart above show nett average daily circulation minus bulk sales, the red portion shows bulk sales. Figures are from the official Audit Bureau of Circulation half-year report July-December 2010, released earlier this year. The full-year figures (July 2010 – June 2011) should be out within the coming weeks. There’s not much change except in absolute figures, the trends remain roughly the same.

Bulk sales

Papers sold in bulk at wholesale rates to companies, government agencies and schools have become an important marketing tool for a few newspapers — New Straits Times, Berita Harian and The Star: bulks make up almost 30 per cent of NST sales, 21 per cent of Berita Harian’s and 11 per cent of The Star’s daily average.

Big boys of the market

Corrected to show Oriental Daily News

Updated and corrected. The earlier image wrongly added Oriental Daily sales to the Sin Chew Group total.

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5 Comments
  1. drago permalink
    Thu 2011-Nov-17 @ +08 18:38:12 pm 18:38

    What about the Redberry newspapers?

    • Thu 2011-Nov-17 @ +08 19:38:53 pm 19:38

      Redberry do not report their figures to ABC yet.

  2. nstman permalink
    Thu 2011-Nov-17 @ +08 19:07:57 pm 19:07

    Looks like Redberry is already down for the count before it can even get restarted next year. The odds of just gaining a scintilla of NST’s tiny share of the market are very heavily stacked against them. Malay Mail aims to sell 30000 copies daily. Towards this end, they have taken a huge loan to open branches in Penang, Ipoh and Johor Baru. Conventional wisdom tells us that selling only 30000 copies nationwide makes a mockery of the economies of scale. They should just hunker themselves in the Klang VAlley and cut costs. Again, Malay Mail have been poorly advised. Malay Mail must realise it is a futile fight against the big guns with their meagre resources. It is like going into battle against the heavy artillery of Star and NST. Star have the biggest bazookas and stinger missiles while NST have the backing of the equally powerful Media Prima.

  3. copperhead permalink
    Thu 2011-Nov-17 @ +08 22:15:28 pm 22:15

    Well said, Mr NSTman. Your perception is uncanny when it comes to newspapers and their mismanagement, not to mention their lack of some kind of savvy and nous coming from people who are now running the Malay Mail, an MIC organisation in the making.

    • Thu 2011-Nov-17 @ +08 23:19:26 pm 23:19

      NSTman is an old hand in the game. It’s good to see him comment with something substantial rather than his usual rant against particular Balai Berita bosses.

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