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2009
media guide
January edition
About the Illawarra
A wealth of Covering 8,485 sq kms with sub regions
of Wollongong, Shellharbour, Kiama,
resources Shoalhaven and Wingecarribee
Beginning just 45 kms south of Australia’s largest city, the
combined with Illawarra region is a vibrant, technology driven community
tackling the challenges of the 21st century and leading
stunning the nation in world-class steel making and heavy industry,
with the University of Wollongong forging an international
physical reputation in information technology and other fields.
• The Illawarra has a population of 414,500+ in 2006
beauty • Wollongong LGA has the highest population density of
approximately 200,000 residents
• Shellharbour’s LGA has experienced the largest
population growth in the region
• Retail trade, health, manufacturing, education and
training, construction, accommodation and food
services and public administration contribute to 67%
of the region’s labour force.
Source: Illawarra Regional Information Service (IRIS) - A
Statistical Guide to the Illawarra Region 2008
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2009
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The Illawarra Mercury
– a long history
Over 150 years Celebrating a 150 year commitment to the Illawarra
region, an award winning product and the only paid daily
newspaper in the region…The Illawarra Mercury is the
servicing premier print advertising medium in the Illawarra.
the Illawarra The Illawarra Mercury is a proud regional arm of the Fairfax
family of newspapers. The newspaper founded in 1855,
serves a long list of communities along a stretch of New
community South Wales from Helensburgh in the north to as far as
Nowra in the South.
and the The Illawarra Mercury headquarters is in Wollongong,
second oldest where a 200 strong staff (across all departments) produce
a newspaper 6 days per week – an average of 600 pages
per week.
newspaper in
regional New
South Wales
3 January edition
The Illawarra Mercury
- a strong brand in the region
The number one The Illawarra Mercury has a core market penetration
between Helensburgh to Gerroa but services a secondary
market into the Southern Highlands, the South Coast and
paid daily through to a total state wide coverage. As the only daily
paid for title in the region, The Illawarra Mercury readers
newspaper in are loyal and hard to reach through Metro publications.
• Enjoying strong reader exclusivity, 85% of Illawarra
the region Mercury Monday - Friday average readers in the region
do not read a metro title Monday - Friday.
with strong • Published 6 days a week – Monday to Saturday with
reader •
an Audited Circulation
Full colour pages
exclusivity • Largest daily Classifieds marketplace in the Illawarra
region
• Popular daily and weekly sections for targeted
readership and advertising
• Strong, local brand backed by Fairfax Media
publishers of The Sydney Morning Herald, Financial
Review, The Age and many more titles.
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media guide
Circulation & Readership
The Illawarra Circulation
Monday to Saturday (average nett paid sales
Mercury per publishing day) 27,770+
Weekend Saturday 39,305 +
edition has Source: Audit Bureau of Circulations, September 2008
Readership
more readers
Monday to Friday 74,000
than either Saturday 97,000
Sunday papers Source: Roy Morgan September 2008
within its
circulation
area
5 January edition
Number One in Numbers!
The Illawarra Who reads the Illawarra Mercury?
• 97% of Monday – Friday readers are aged 18 and
Mercury covers over, 95.3% of Saturday readers are in this category
a broad range • 68.4% of Monday – Friday readers are married or de
facto, 70.1% of Saturday readers are in this category
of readers • 25.5 % of Monday – Friday readers are diploma or
degree qualified, 32% of Saturday readers are in this
regardless •
category
74.5% of Monday – Friday readers own or are paying
of lifecycle off their own home, 76.5% of Saturday readers are in
this category
stage • 33.9% of Monday – Friday readers are in the AB or C
quintile, 40.9% of Saturday readers are in this category
• 63.7% of Monday – Friday readers are big to medium
spenders, 71.4% of Saturday readers are in this
category
Overall, the Illawarra Mercury boasts a
readership of over 74,000 Monday – Friday
average readers and 97,000 weekend
readers
Readership Comparisons
Source: Roy Morgan September 2008
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Daily Features
A Every Day in the Illawarra Mercury
sectionalised Early General News
approach to Incorporates the daily news
in both the local region,
the Illawarra interstate, nationally and
globally. The Illawarra
Mercury has Mercury has won many
awards including two of
Australia’s most prestigious
resulted media awards – the Walkley
Award for Investigative
in the Journalism and the Pacific
Area Newspapers Publishers’
newspaper’s Association Newspaper of the
Year Award.
ability to
attract
Sport
a loyal Sport is an obsession for
following in many. The Illawarra Mercury
feeds this by providing
comprehensive daily sports
parts of the coverage of many codes. With
coverage from award-winning
paper that local journalists to the best
sports writers in the country,
appeals most sport is a major part of the
Mercury’s daily coverage.
to readers
7 January edition
Daily Features
The Form World News
Undoubtedly the The world around us shapes
state’s most respected our lives either directly or
Form Guide produced indirectly. Reporting on major
by our award world issues gives readers
winning journalists, of the Illawarra Mercury
the Mercury’s form the opportunity to have a
guide has earned complete perspective of news
its’ reputation as from a local, state, national
the leader for daily and global level.
Racing coverage..
The Form has long
been a trademark of
the Mercury and is
syndicated to many
newspapers nationally.
Opinion
People from varying
Business backgrounds state their
opinions each day on a myriad
The Mercury’s high profile local business Editor of topics. From community
connects with all the local business happenings leaders expressing their views
making our daily to opinions from mothers on
business section issues of parenting, the forum
a must-read for topics are endless.
all in the business
community. A daily
double page spread
plus share tables,
gives local business
a comprehensive
overview of local
movers and shakers,
business achievements
and events as well as
national and global
perspective of business
of the day.
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media guide
Daily Features
Your Say (Letters) Relax
Each day the Illawarra At some point in the day,
Mercury throws open everyone must ‘relax’. The
its pages to allow for Illawarra Mercury provides
readers to express this time in its section that
their opinions on the offers daily Sudoku and other
newspaper, the region, puzzles, trivia quizzes, comics
the state of the world and stars.
– anything goes. Your
Say is a positive way
in which the reader
can engage in their
newspaper and their
community.
Who Weather
A dedicated daily With a daily look at the
‘fix’ of entertainment region’s weather, readers need
news provides an go no further than the weather
escape for readers. page. Including all the vital
An ideal vehicle for information on the regional
advertisers on movies and national forecasts,
and entertainment the regional tides, and rainfall and
dedicated section is dam levels.
editorially supported
by gossip and light
entertainment. Who – a
page devoted to social
pictures in and around
the region.
9 January edition
Daily Features
Television
The entire free-to-air television
network’s days viewing
published in an easy-to-
read format each day. Pay
Television viewing is also
well represented with 14
of the most popular pay
television channel’s viewing
outlined each day. With a brief
snapshot of Tune In outlining
the best of the day’s viewing,
the region’s television viewers
rely on this daily service.
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Monday
Monday Sections:
Sports Monday Enterprise (Bi-Monthly)
Illawarra Mercury Enterprise Magazine is a bi-
readers love their monthly magazine appearing
sport. In addition to on the first Monday of the
a daily sport section, month. Targeting business
a lift out is published people in the region, the
each Monday with a magazine is a must read
wrap up of all of the and is supported by the
weekend sport. All local corporate community.
sports are covered Enterprise covers established
from the local leagues and new business, focusing
to the international on innovation.
sporting stage. With
a dedicated team of
sports journalists, Sport
Monday is the ultimate guide to the world
of sport.
11 January edition
Tuesday
Tuesday Sections:
IQ (Education) Wedding Directory
This 8-page education The Wedding Directory
lift-out appears each appears in the Illawarra
Tuesday during school Mercury on the third
terms. The lift-out is Tuesday of every month. It
an informative look at is a comprehensive guide
all that is happening in to business and services
the world of education. available in the wedding
From regular features industry. The lift out appears in
such as Notice board an easy to follow format with
that looks at graduates targeted editorial on the latest
in the workforce, in wedding fads, products
feature stories on higher and services as well as feature
education, a focus on a articles on couple’s personal
local school each week journey down the aisle.
with a message from the principal and what makes
the school unique.
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Wednesday
Wednesday Sections:
Zest My Career
Reporting on Food, A dedicated once a month
Wine, wellbeing and section to the career
profiles, Zest is the market and recruitment
ultimate midweek lift field. Appearing on the
out and contains all first Wednesday of the
the elements of a great month, My Career is a
lifestyle read. ‘Zest Fairfax branded section
Bites’ looks at new that continues its success
products on the market within the Illawarra Mercury.
from cookbooks to skin Dedicated editorial pages
products and diet pills. feature articles on advancing
The Zest Diary is ‘must career opportunities, focus
read’ guide to what’s on successful people and
planned for food and training and recruitment
lifestyle events in the region. There’s Zest food, wine, providers. Employment
life and people sections all with a unique local look at classifieds then precedes the editorial. This section is a
each. great focus on the career market and a must for advertisers
and jobseekers.
13 January edition
Thursday
Thursday Sections: Thursday Sections:
The Beat Junior Sport
The Beat lift-out is All great sports stars were
the regions most once junior sports kids. The
comprehensive Illawarra Mercury dedicates
guide to what’s on a weekly section to focus
in entertainment on the local stars of the
and music. It’s a future. With a focus on the
timely planner for local academy of sport,
the weekend’s a local junior star, school
entertainment from sporting achievements and
live music and shows photographic gallery of junior
to the latest in movie sporting teams, the section is
releases. The Beat a must for sport enthusiasts
contains regular CD who like to get ahead and
Reviews to the Top 10 parents and coaches alike.
singles and albums in
the country. A weekly cover story can be anything
from a ‘big name’ coming to town to an up and
coming band still breaking through. With movie
reviews from our very own reviewers to all the best
in local entertainment, the Beat is the ultimate
entertainment guide.
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Friday
Friday Sections:
TV Guide Magazine Domain Preview
A comprehensive Domain Preview
seven- day guide to complements the Saturday
what’s on both free- property section, Domain.
to- air and pay TV Domain Preview features an
presented in a 24 page economic overview of the
magazine style format. region’s property market
It contains critiques by the Illawarra Regional
on the best that TV Information Service as well as
has to offer during the a great Open for Inspection
week including Channel listing. Domain Preview allows
Surfing, Pick of the house-hunters to plan ahead
Flicks, Sport Action and for the weekend’s viewings.
a weekly cover story.
Each day contains a
Need to See outlining
the best of the days viewing and movie ratings.
15 January edition
Saturday
With over 97,000 Saturday Sections:
Drive
weekend readers
When the region’s car buyers
alone, the look to update their cars, they
look to the Illawarra Mercury on
weekend edition a Saturday. Saturday contains
the Drive motoring lift out. This
of the Illawarra dedicated lift out contains a
‘Test Drive’ section with all
Mercury eclipses of the latest reviews on the
new and used car market.
all other print With local and national motor
dealer advertising, buyers can
evaluate the best deals on the
publications market whilst reviewing the
latest in what the motor market
available in the has to offer.
region with 38%
of the population
of the region
reading the
newspaper. This
compares to only
15% coverage
by its closest
competitor.
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Saturday
Saturday’s Saturday Sections:
Weekend Classifieds
Illawarra With the largest daily
Mercury covers classified marketplace in the
region, weekend classifieds
contains the bulk of personal
the whole notices, positions vacant,
public notices and more. This
weekend as it informative section allows
advertisers the opportunity to
has 51,000 tell the region about the birth
of their child, a birthday or
EXCLUSIVE anniversary, a job opening, a
garage sale, items for sale…..
the list is endless.
readers versus
the Sunday
Telegraph
and 72,000
EXCLUSIVE
readers versus
the Sun
Herald.
17 January edition
Saturday Weekender
This stitched Weekender Sections:
Weekender appeals to a broad range of readers with a
magazine lift varied content that includes in-depth profiles of people
who have made the Illawarra and South Coast their
out contained home, feature articles, personalities profiles as well as
arts, entertainment and book reviews. Add to al that the
within weekend TV guide, travel, gardening, food and lifestyle,
Weekender does really have it all.
Saturday’s Domain
paper Each Saturday, the Illawarra Mercury brings the
home hunters of the region, Domain, the newspapers
comprehensive guide to real estate in the region and
incorporates beyond. With a long and successful history with its real
estate partners, the Illawarra Mercury continues to deliver
a great results and a market unrivalled by any other print media in
the region.
weekend read
with Domain
Real Estate -
the region’s
property
guide.
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Saturday Weekender
Saturday’s Weekender Sections:
Weekender Travel
Illawarra In recognition of the increased
Mercury covers appeal of travel for Australians
showcases destinations for
all interests and budgets.
the whole From the day-trippers and
those wanting weekend
weekend as it getaways easily accessible
from the Illawarra, to providing
has 51,000 a snapshot of options
available both nationally and
EXCLUSIVE internationally, Weekender
Travel is the ultimate travel
guide.
readers versus
the Sunday
Telegraph
and 72,000
EXCLUSIVE
readers versus
the Sun
Herald.
19 January edition
Advertising Features
The Illawarra Covering a broad array of categories from sport to events,
entertainment and lifestyle to property and education, the
Illawarra Mercury provides advertising features that are
Mercury covers editorially supported and allow for a comprehensive look
at what’s new in products and services in a wide range of
an extensive topics.
range of Food + Wine
Food + Wine Magazine
topics through awakens the palate with a
taste of everything the Illawarra
its regular has to offer. The magazine
explores the region’s culinary
advertising character and new dining
experiences. From the market
and into the kitchen, Food +
features. Wine is the essential guide
to a sensational eating (and
drinking) experience. Food +
Wine colour gloss magazine
is published four times a year
and is must for all ‘foodies’
and wine lovers.
You
The Mercury’s YOU magazine
is the ultimate guide to a
healthier and happier lifestyle.
Feel what it is like to be a
better you – try new ways to
get fit and active and discover
how sports stars and real
Many more advertising features appear people find success. From
on a regular basis. Contact your account beauty and skin care advice
manager or phone (02) 4221 2333 for a to makeover tips, YOU is the
detailed list of Features. perfect way to get in touch
with the body and mind.
Published three times a year,
this gloss colour magazine
showcases how to live the
2009 best life possible.
media guide 20
2009
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Advertising Features
Your Child
The Illawarra Mercury
understands the importance
of providing real information
and tips for raising children
in today’s society. Your
Child informs and enlightens
parents on a wide range of
topics that are at the heart
of every family. Appearing
bi-annually as a 24 page,
full gloss magazine, Your
Child is the ultimate guide to
parenting.
HSC Survival Guide
In conjunction with the Fairfax
Media and NSW HSC Board
of Studies, the Illawarra
Mercury publishes its annual
HSC Survival Guide. This
full colour magazine brings
together an extensive network
of experienced educators to
give students relevant course
material. The Guide also
contains advice and tips from
experienced teachers and
past successful students. With
over 76 courses covered, the
HSC Survival Guide truly is a
must for ‘survival’.
21 January edition
Profiling Your Business
An advertising Advertising features are a great way to expose your
business to the region particularly if your business is:
feature is • Celebrating a birthday,
anniversary or milestone
a fabulous • Is a new business
opening
opportunity to • A business relocation
profile your • Has a special
achievement
business. It • Any other great reason to
focus your business…
is easy to The Illawarra Mercury allows
arrange and you to focus your business in
a feature to appear either only in the Mercury or may also
include the Advertiser. This will ensure that your feature
provides great is exposed to 9 out of 10 people in the region who read
either the Illawarra Mercury or the Advertiser.
value for your How to organise your
feature…
advertising • Contact your account
dollar. manager or a member of
the Advertising Features
Team to secure a date for
your feature
• Provide a list of suppliers
and associates that can
be contacted to support
your feature in the form of
advertising space.
Contact your account manager or phone
(02) 4221 2333 for further information or to • Once we have contacted your suppliers and
associates, you will be advised of the response and
book your advertising feature.
the number of pages that will be dedicated to your
feature as well as booking the advertising space your
business would like to contribute. (There is a minimum
requirement).
• The Advertising Features copywriters will then write
2009 supporting editorial based on your advertising feature.
media guide 22
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Inserts
Inserts are Readers of the Illawarra
Mercury love to shop and in
turn love their catalogues. They
an effective love to browse what’s new,
what’s on sale and where they
way of can get the best buys. They
look to the Illawarra Mercury to
distributing provide their research needs
through catalogues inserted
catalogues. into the newspaper.
Catalogue insets in the Illawarra
They are Mercury work because:
• Over 88% of readers of the
reliable and Illawarra Mercury Monday
– Friday in the region read
influence a catalogue in the past four
weeks as did over 87% of
consumers to •
our Saturday readers
This makes readers of
spend more. the Illawarra Mercury on
average 10% more likely
than non-readers in the
region to have read a
catalogue in the past four
weeks!!
This equates to real purchases!
– Readers of Monday - Friday
Illawarra Mercury are 28%
more likely than non-readers in
the region to have purchased
between four to seven items in
the past three months from a
catalogue.
Source: Roy Morgan September
2008
23 January edition
Sticky Notes – Onserts
Enhanced Sticky notes add an extra dimension to the newspaper by
grabbing people’s attention. Your product or service can
benefit from all of this attention by using this familiar yet
advertising effective advertising tool. Sticky notes have been used in
offices and homes around the world as they are perceived
effectiveness to be useful and act as an ‘in your face’ reminder of the
tasks ahead.
is achieved In advertising terms, similar characteristics apply. By having
a sticky note on the front page of the Illawarra Mercury,
through the you will immediately be recognised and readers will have
an ‘in your face reminder’ of what your product or service
familiar is or what you have on offer.
Contact your account manager or phone (02) 4221 2333
and popular for further information.
‘yellow sticky
note’ that
can now be
stuck onto the
front page of
the Illawarra
Mercury Sticky Note
2009
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2009
media guide
Website
Banner Advertising
Not only is The Illawarra Mercury website was recently rebuilt and the
results have been staggering.
the Illawarra
Mercury the
number one
print product
These figures show real people visiting the website. This
in the region, is the potential audience that could be reached through
website banner advertising or buttons on the site.
it now boasts Readers love the new site as it contains interactivity
through blogs, online letters to the editor, daily opinion
an even better polls and much more. The core focus of breaking news is
not forgotten with regular daily updates, stunning picture
website with slideshows and galleries and more. As well as unmatched
local coverage, the Illawarra Mercury website also has
huge hits breaking news drawn from Fairfax Media which has
bureaus around the nation and around the world.
daily. Contact your account manager or phone (02) 4221 2333
for further information.
25 January edition
For further information on
Advertising in the Illawarra
Mercury contact your account
manager or phone (02) 4221 2333.
Go to www.illawarramercury.com.au
Or for Advertising Information,
Newspaper Sections, Features and
Audience Demographics go to
www.adcentre.com.au
and follow the prompts to Regional
Publications, Illawarra Mercury.
*All statistics are based on Roy Morgan Readership
September 2008 unless otherwise stated.
2009
media guide
