SINGAPORE — The recent news about SPH Media inflating circulation figures of its titles has cast a spotlight on the relationship between circulation as well as readership numbers and advertising
of its titles has cast a spotlight on the relationship between circulation as well as readership numbers and advertising rates.
But with changing household sizes and the replacement of printed newspapers with digital copies, the numbers no longer correlate, said former SPH chief marketing officer Elsie Chua, adding that similar independent platforms are used to provide insights on digital audience now. Ms Chua added that readership numbers are a better gauge for advertising effectiveness and offer “deeper insights into audience demographic and psychographic profiles”.
SPH has said as recent as its annual report in 2021 that its total print and digital circulation numbers reported are in accordance with the rules set by ABC in 2016.
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