The SMH leads newspaper readership

Growing mobile audiences fuel newspaper readership across print and digital platforms, the latest emma data shows.

•  Growing mobile audience fuelling growth
•  Printed newspapers reach 81% of the population

Mobile has fuelled growth in total newspaper readership, which has risen by 1% to 16.3 million readers across combined print and digital platforms, emma (Enhanced Media Metrics Australia) data for the 12 months to January 2015 shows.
Printed newspapers continue to contribute the largest audience, with 14.4 million readers, or 81% of the population. Digital readers now number 10.6 million readers, or 59% of the population, a year on year increase of 5%.
Digital audience growth was led by mobile readership, which jumped to 26% from 2.2 million to 2.8 million. The under 40s demographic drove most of this growth, increasing 28% from 1.5 million to 2.9 million.
Digital news consumption rose across all age demographics, with a net increase of 5%, from 10.1 million to 10.6 million. The readership increases were led by the 25-54 segment, up by 4% from 5.7 million to 6 million. In the under 25 segment, readership was up from 1.5 million to 1.7 million and in the 55+ segment, it was up from 2.8 million to 2.9 million year on year.
“The digital consumption of newspapers continues to grow, and the rapid growth in mobile demonstrates that Australians turn to trusted newspaper brands,” The Newspaper Works CEO Mark Hollands said.
“Printed newspapers remain a vital source of news, information and entertainment for 81% of the Australian population and are still a viable and effective medium for both readers and advertisers. Digital readers also engage with print, with 82% of digital readers, or 8.7 million people, also reading printed newspapers.”

The Sydney Morning Herald still leads in total masthead readership at 4.9 million, followed by the Daily Telegraph at 4.3 million.
Title                                        [000s]
Sydney Morning Herald          4,948
Daily Telegraph                       4,354
Herald Sun                              4,113
CourierMail                             3,301
The Age                                   3,116
The Australian                         2,953
West Australian                       1,829
Adelaide Advertiser                 1,711
Sunday Times                         1,458
Financial Review                     1,324
Canberra Times                         727

Weekend printed newspapers have the highest average issue readership (AIR), with three titles – The Sunday Telegraph, Saturday Herald Sun and Sunday Herald Sun – averaging more than one million readers:

Weekend Newspapers           [000s]
Sunday Telegraph                   1241.5
Herald Sun (Sat)                     1170.8
Sunday Herald Sun                 1132.1
Sunday Mail (QLD)                   913.0
Daily Telegraph (Sat)                834.6
Sydney Morning Herald (Sat)   829.0
Sun-Herald                               754.7
Courier-Mail (Sat)                     682.0
Weekend West                         662.0
Weekend Australian                 653.7
The Age (Sat)                           648.9
Sunday Age                              528.4
Sunday Times                          527.5
Sunday Mail (SA)                     508.7
Saturday Advertiser                 491.5

Weekday newspapers still attract large numbers of readers, with two titles – the Herald Sun and Daily Telegraph – averaging more than one million:

Weekday Newspapers           [000s]
Herald Sun                              1416.2
Daily Telegraph                       1084.5
Sydney Morning Herald            734.5
Courier-Mail                              696.4
The Age                                    648.9
West Australian                        627.0
The Australian                          500.5
Adelaide Advertiser                  472.2
Financial Review                      295.2
mX – NSW                                260.6
mX – Vic                                   249.3
Mercury (Tas)                           114.7
Canberra Times                       101.6
mX – Qld                                    85.2
Northern Territory News            65.9

Source: emma/The Newspaper Works

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