Circulation numbers have always been dubious, says media veteran

The fallout from SPH Media’s disclosure that circulation numbers of Singapore’s major daily newspapers have been artificially inflated by between 10% and 12% continues, with netizens calling on the identities of staff reprimanded over the matter to be disclosed.

But a 40-year veteran of Singapore’s print, broadcast and digital media, PN Balji, says circulation and readership numbers have always been under a question mark.

In this podcast with Media Savvy’s Mark Laudi, he explains how the numbers have been scientifically calculated in the past, and questions whether advertisers will withdraw their funding.

He also does not foresee major changes to Singapore’s media landscape, including government financing for SPH Media.