ACM expands weekend print strategy after success in Mudgee sees ad spend surge 20%

ACM is doubling down on its weekend print strategy, launching 14 new weekend newspapers across regional Australia after a successful trial with the Mudgee Guardian saw a 20% increase in local advertising.

The shift marks a strategic move by ACM to focus on digital news delivery during the week while providing an enhanced print experience on weekends, catering to regional readers and a growing local advertiser base. The company initially tested the model in Central Western NSW in 2024 and strong results have now prompted an expansion to 28 regional centres.

ACM managing director Tony Kendall said the transition has already strengthened both readership and commercial demand.

“While we are changing the way we bring readers the news in print, our commitment to keeping our audiences, advertisers and communities strong, informed and connected will not change," Kendall said.

"Offering better solutions for advertisers and readers, we are creating a more sustainable model to support local journalism and forging new ground in Australian news publishing."

ACM’s ‘Weekend Collection’ editions will feature expanded editorial sections, including a travel lift-out (Explore), an expanded lifestyle section (Relax), regional property news from View.com.au, and extensive local sport coverage. The weekend editions will also feature new columnists and entertainment guides.

ACM national sales director Sam Westaway said advertisers are seeing stronger engagement from weekend print audiences.

“Australians spend three times longer reading weekend newspapers than weekday editions, making it a prime opportunity for brands. Since rolling out the weekend model in Mudgee, we’ve seen a 19.3% increase in newspaper sales, a 16.9% rise in subscriber acquisition, and a 21% lift in the number of advertisers booking into weekend editions.”

The 14 new weekend newspapers will serve regional centres including Goulburn, Bega Valley, Port Macquarie, Forster-Tuncurry, Batemans Bay, Bowral, Armidale, Griffith, Leeton, Nowra, Taree, Kempsey, Lithgow and Mudgee.

The new editions commenced publishing in February.