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Digital news media readership now level with print

The emma data shows the increasing popularity of quality and trusted news media content on smartphones, tablets and PCs, bringing digital readership to the same level as print readership.

Across all platforms, including print, news media was read by 16.7 million people, or 90 per cent of the total population in September. News media’s brand safe, premium environment also allows advertisers to reach 94 per cent of C-suite executives across the country.

National news media was read by 2.4 million, or 13 per cent of the population. Metro newspapers were read by 10.8 million people, or 58 per cent of consumers, over the same period.

Regional and community news media brands were read by 6.7 million people, or 36 per cent of the population during September. A total of 3.1 million people (or 17 per cent aged 14+), read regional newspapers, while community newspapers were read by 3.8 million (or 20 per cent aged 14+).

The emma data shows that of the 3.1 million regional news media readers, 57 per cent (or 1.76 million) shop at a home improvement store at least every three months. This regional home improver category is a valuable one for advertisers, with 36 per cent being highly engaged, heavy 2 newspaper readers and therefore more likely to see relevant ads in this environment.

“News media publishers have recognised for some years the migration to consuming news content on digital devices and pioneered digital news experiences for their readers. We are now seeing balanced readership between print and digital news brands, but the one constant is that their audiences seek and engage with trusted, quality journalism,” NewsMediaWorks CEO Peter Miller said.

“With some other channels awash with fake news, it’s no surprise that consumers rate news media as the most trusted channel for both content and ads, according to the recent ADTRUST study by Galaxy Research3 . We deliver advertisers large and engaged audiences in the premium, brand safe environment they need.”

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.21 million readers. The Herald Sun followed, reaching 4.44 million readers and The Daily Telegraph on 4.39 million.



1. emmaTM, 12 months to September 2017. Readership based on last four weeks. Trends compared with 12 months to September 2016. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), September 2017. Following the introduction of Nielsen Digital Ratings Monthly (DRM) data into emma in February 2016, year on year comparisons of digital audiences are now valid from February 2017 onwards.

2. Heavy readers read any newspapers at least 30 minutes a day OR read at least 7 issues of any newspaper a week.

3. Galaxy Research online questionnaire, June 2017 was conducted among a nationally representative sample of 2,863 Australians aged 18 years and older. Results displayed are Net ADTRUST and Net CONTENT TRUST which, on a scale from 1 to 7, is Percentage agreeing (5,6,7) less Percentage disagreeing (1,2,3).

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