Newspaper media attract the eyeballs of 93 per cent of Australians and more than $830 million a year in retail advertising, according to the first issue of The Works, a quarterly report on newspapers and their audiences.
Retail was the focus of the report’s debut, which covered the reach, influence and role for marketers that newspaper media plays in 2014, drawing on data from emma conducted by Ipsos MediaCT and Nielsen.
As the most trusted paid medium in Australia, newspapers make “the perfect vehicle for reappraisal advertising,” insights consultant Adrian Fernandes states in the report.
It is not just retail customers that trust the medium – Woolworths director of customer experience, Jess Gill, says in the report Woolworths “believes very strongly in print”, while senior ad buyers such as GroupM’s John Steedman have recently questioned the shift by some advertisers away from it.
The Newspaper Works CEO Mark Hollands described the report as “designed to shine a light on the array of media formats that newspaper publishers embrace in the digital age, and the rich audiences who engage with their journalism.”
The Works also explores the appeal of newspaper content to all age groups – dispelling the myth that young people do not read papers. Eight in 10 people under 30 will read a newspaper in any given month, it reveals.
In addition, the growth of tablets and smartphones allow newspapers to reach people more constantly than ever before.
The report covers all aspects of newspaper media from print, digital and multiplatform, as well as the uniquely powerful regional sector.
“The big takeaway from this report is the breadth of newspaper media and the fact that it delivers content in print and digital all day long,” Mr Hollands said.
Download the report below.
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