emma: Strong audience appetite for branded newspaper sections

Across all platforms, news media was read by 92%, of Australians

Australians are embracing news media brands on digital devices, with 12.8 million people, or 70% of the population, reading news media on smartphones, PCs/laptop and tablets during September, according to the latest emma (Enhanced Media Metrics Australia) data released today.

Across all platforms, news media was read by 16.6 million, or 92%, of Australians.

Newspaper readership remains stable, with 13.5 million people, or 74%, of the population reading a newspaper in September. Metropolitan newspapers were read by 11.2 million people, or 62% of the population, while regional and community newspapers were read by 7.5 million people.

The emma data showed that news media audiences still have a strong appetite for newspaper branded sections. The number of Australians reading real estate sections, for example, has increased by 585,000 to 7.3 million in the last year. Newspaper automotive sections have increased their readership by 14%, or 524,000, to 4.3 million over the same period.

NewsMediaWorks CEO Mark Hollands said consumers turn to news media brands and newspaper sections for quality, trusted journalism, advice and recommendations and analysis.

“Our publishers continue to transform their businesses to attract large and engaged audiences across all platforms, with significant crossover in usage of those platforms. Newspaper sections in particular are valued by readers as a trusted source,” he said.

“News media remains an integral part of people’s lives and demonstrates why it is a powerful medium for advertisers to connect with our audiences.”

According to the emma data for the 12 months to September 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.33 million readers. The Daily Telegraph followed, reaching 4.39 million readers and the Herald Sun on 3.92 million.

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