Print preferred, but digital on rise: emma

The newspaper industry readership survey emma (Enhanced Media Metrics Australia) has released its first set of year on year figures, after reaching 12 months in the market this month.

The figures show that print is the preferred reading platform for the majority of Australians and that 9 out of 10 newspaper readers consume a printed edition – in comparison to 5 out of 10 for digital editions. Total cross-platform newspaper audience was at 16.4 million people, with 14.6 million Australian’s readers of printed newspapers.

The Newspaper Works CEO Mark Hollands said that while there had been a slight decline in print readership, it had not been at the rate many suggested and was offset by continuing digital growth.

“Overall cross-platform readership is up and several newspaper brands are delivering strong growth and large audiences, which make newspapers a compelling proposition for advertisers,” he said.

“Print continues to be central to newspaper reading habits as a trusted source of news and information. The first available year-on-year emma data shows what we have been seeing throughout the year, a migration to digital content and slight incremental declines in print.”

While print readership was down 4 per cent overall in the emma year on year figures, there was an 11 per cent increase in digital audiences, which stabilised overall readership. According to emma, 55 per cent of the population read a digital newspaper over a four-week period. In the period from July 2013 to June 2014 that figure increased to 61 per cent.

Over its first year emma has added numerous upgrades and innovations to the core product. Most notably it added the engagement metric this June, which demonstrated in granular detail the relationship between readers and various printed newspapers and magazine. The metric was developed from data collected in a 20,000 respondent survey – the largest readership engagement survey undertaken – which asked readers in specific detail about their relationship with printed titles.

It also recently announced the forthcoming release of geo-emma – a geo-targeting tool that will allow for hyper-local marketing and media planning.

Other innovations to come in 2014 include the addition of data from two Ipsos reports (The Health Care and Insurance Australia survey and The Ipsos Food and Health Report), the addition of purchase information from the ABS Household Expenditure Survey and more comprehensive usage and purchase information for brands within several product categories, including toiletries, cosmetics, travel, airlines and sport.

Simon Wake, the managing director of Ipsos MediaCT, which developed the emma product after winning The Readership Works’ tender for a national cross-platform audience survey, said that he had been impressed by the valuable contributions from clients in “proposing and facilitating further enhancements to the survey”.

For more news from The Newspaper Works, click here.

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