Saturday, December 09, 2006
Falling readership and "Sick" Burgess
Free fall. The Malay Mail and The Sunday/Weekend Mail readership numbers plunged 36 per cent and 44 per cent, respectively between October last year and September this year. It's something no journalist or editor in this country had ever accomplished in such a short time.
But then Kalimullah Hassan and machai Syed Faisal Albar are not journalists.
Kali's other machai, Hishamuddin Aun, had pushed hard for the "Latin" face-lift Berita Harian had last year. The company spent a six-figure sum (in US dollars) for some Mexicans to come up with that new look.
The result: a 21 per cent drop in readership for Berita Harian and a 14 per cent fall for Berita Minggu. [click here to read the report]
Oriental Daily, seen as the most independent of the Chinese papers, saw the biggest gain in readership numbers. Harian Metro, which plays up crime and sex stories and usually throw out political news unless it involves sex scandal involving politicians, saw a 24 per cent rise.
The surprise performer is NST, which saw a 0.3 per cent increase in readership. But rival The Star, already enjoying a bigger circulation, saw a 9 per cent jump in readership to leave Kali's NST further behind.
Note 1: The plagiarism row involving the NST's group editor and the suspension of the Weekend Mail happened in October and November, respectively, and, therefore, did not influence this latest readership survey.
Note 2: If editors like Syed Nadzri and Yushaimi Yahya are allowed a free hand, expect to see a serious rise in the readership numbers for both the NST and the Malay Mail next year.
p.s. It is learnt that Simon Burgess (read posting here) is now with FHM Malaysia working as Editor. Having been appointed prior to the Weekend Mail fiasco. MediaCorp, which is the Singapore-based publisher of FHM, decided to go ahead with "Sick" Burgess working under a pseudonym! A source said: "I'm not sure how long this subterfuge will work, though, seeing as he will have to show his face at many events".