Total newspaper readership still on rise: emma

Total readership for newspaper media continues to climb, up 1.1 per cent year-on-year over the latest four-week period to 16.4 million readers, according to the latest emma data.

Figures for the 12 months to December 2014 showed that digital platforms have driven the overall growth for newspaper media, jumping 8 per cent and offsetting a three per cent decline in readership for printed newspapers.

However, print still has a higher penetration of the market than digital for newspaper publishers. Printed newspapers reach 92 per cent of the population, or 14.4 million people, every month, compared with 63 per cent for digital readership, or 11.2 million.

The Newspaper Works CEO Mark Hollands described the reach of print as “a compelling proposition for advertisers”.

The largest consumer demographic of printed newspapers is the 40 to 54 age group, who are also the highest earners, with an average personal income 39 per cent higher than the national average. They account for 26 per cent of readers.

A younger generation gravitates to digital, meanwhile, with 29 per cent of digital readers aged 25 to 39. 40 to 54s are the second largest readership of digital newspaper media at 27 per cent, and as in print, they are big earners – 19 per cent above the average national personal income.

The Newspaper Works insights manager Brian Rock said the growth of smartphone usage and the desire for news on the go was reaping significant rewards for newspaper media.

More than 3 million people access newspaper media content on their mobile phones, an increase of 13 per cent year on year.

“This is a real opportunity for advertisers looking to reach a growing and engaged news media audience.”

For more news from The Newspaper Works, click here.

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