Although we only reported on the emma readership data for August just over a week ago, publishers have brought forward the release date of the September survey results.
That data shows more than half of news media readers (55% or 9.1 million people) consume their news content in both print and digital.
Print-only news media consumption is at 18%, or almost 3 million people, while 27%, or 4.5 million people, consume only digital news media.
“Australia’s news media publishers have successfully pioneered the extension of their print brands to digital channels and cross-platform readership continues to strengthen. We expect to see this trend remain as publishers continue to grow across more platforms and readers seek their news and information on the go,” NewsMediaWorks CEO, Peter Miller, said.
“Cross-platform news brands also dominate when it comes to consumer trust, ably led by quality, credible journalism. As Australia’s most trusted media channel, research has found that trust positively impacts purchase intent, something advertisers cannot ignore. “
This is the seventh month of emma cross-platform readership data to come from Nielsen, in a new strategic collaboration announced in May. Under the new arrangement, Nielsen leads the fusion process that brings together the industry-accredited print readership data from Ipsos and Nielsen’s IAB-accredited digital audience data, to deliver a total audience readership. Nielsen Consumer & Media View (CMV) is fused to the emma cross-platform data to provide critical product and attitudinal data.
The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 4.6 million readers. The Herald Sun followed, reaching 3.9 million readers, with The Daily Telegraph on 3.5 million (see table below).
In the September top 15 news brands, The Age has replaced The Courier-Mail in the top five, while the Newcastle Herald has dropped off the chart to be replaced by Northern Territory News.