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It was seen as part of the increasingly heated competition with ANM in the Auckland market, following its announcement that it would launch the Herald on Sunday the same month.Despite Fairfax saying Max would be “earnings positive from issue No. “Regrettably Max could not be sustained and closure has become the only commercial option.” Later in 2006 it put down racing guide Friday Flash whose circulation had fallen from a peak of 30,000 to 7,000 – leaving Best Bets and Turf Digest still in the stable.In fact it owns all the daily newspapers with circulation greater than 25,000 other than the New Zealand Herald and Hawke’s Bay Today (ANM) and the Otago Daily Times.
Another false start, this time under Fairfax ownership, was the launch in October 2004 of free weekly magazine in Auckland, Auckland Max which “would target the 80,000-plus people who travel into central Auckland for work or business” and also available in Christchurch.It made a spectacular foray into the Internet in March 2006 when it bought the highly successful and market leading online auction trading site, Trade Me, for 0 million. There is virtually no capital required, high margins and double or triple traditional business growth…” Kirk sees the Internet, not newspapers, as driving growth at Fairfax.