Utusan has been very much in the news for its sensationalist and racially tinged reporting. Less well known is the fact that the paper’s circulation has been sliding over the last four years.
According to Audit Bureau of Circulation (figures for West Malaysia publications for the period ending 31 December 2009), Utusan Malaysia’s daily circulation has dropped 21 per cent from 213,445 in 2006 to 169,548 in 2009. The group revenue of Utusan Melayu (Malaysia) Bhd fell correspondingly from RM384m in 2006 to RM349m in 2009, according to Utusan’s Annual Report for 2009. This had an impact on its bottom line as well, as profit before tax plunged from RM21m to RM7m in the last four years. The firm’s performance was saved by sister publication Kosmo!’s steady rise in circulation from 100,798 in 2007 to 172,253 in 2009.


