Total newspaper media audience increases 1.2%: latest emma data

The total audience readership for newspaper media has increased by 1.2% over the seven months from June, 2013 and newspaper audiences remain stable, according to the latest monthly release of emma™ (Enhanced Media Metrics Australia) data*.

Total readership of newspaper media is 16.1 million people a month, representing 92% of the population aged 14 and over.

In addition, print readership still accounts for a significant proportion of total consumption of newspaper media at 14.7 million, or 84% of the population aged 14 and over.

Among national, metro and large regional newspapers, total audience grew 1.2%, compared to June 2013 figures. The digital audience jumped 9.9% and the print audience declined 4.5%.

Some key metro and regional titles performed particularly well, including The Advertiser in

Adelaide with a total audience increase of 14% compared to June 2013; the Sunshine Coast

Daily was up 13.2% and the Courier-Mail rose 12.9%.

“The trend for the industry appears very stable with total audiences up and greater reader participation on digital platforms,” The Newspaper Works CEO Mark Hollands said.

“Compared with other media, newspapers still offer a compelling story for advertisers. Our brands attract 16 million readers every month. Regional newspapers alone are purchased by three million Australians, and community papers have an audience of 4.8 million.”

New data from The Newspaper Works this week shows the power of newspapers in the supermarket sector.

emma data reveals that 78% of main grocery buyers consume newspaper media, and shoppers who read newspapers spend more on groceries than non-newspaper readers. Heavy newspaper readers spend an average of $144 a week compared to non-newspaper readers at $137.

“This explains why the major supermarket chains use print media so heavily – because it shifts stock and makes them money,” Hollands said.

“The reader engagement of newspaper media is impressive. For community papers, research shows readers are 77% more likely to visit a store or business as a result of an advertisement than a letterbox flyer.”

Each monthly emma report features 12-month rolling data with cross-platform audience figures, readership of all titles, comprehensive consumer profiles and product data, plus fused Nielsen Online Ratings data.

emma, the new cross platform audience insights survey, launched on 19 August 2013. It was developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in 41 countries including the UK, Italy and France.

* Source: emma (Enhanced Media Metrics Australia) data for the 12 months to January 2014.

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