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News media is read by 94% of the population: latest emma data



News media1 is read by 17.5 million Australians across print and digital, representing 94% of the population aged 14+,according to the latest emmaTM (Enhanced Media Metrics Australia) data2 for May 2019.

Digital news media3 is read by 15.6 million people, or 84% of the population, while 11.8 million people, or 64% of the population, read print news media.

NewsMediaWorks CEO, Peter Miller, said: “Australia’s news media has been built on a foundation of providing trusted, independent, professionally generated news content. Our ongoing strength as a medium is testament to that.

“Our AdTrust research4 demonstrates that news media has the nation’s most trusted content and ads and this is a key driver of the industry’s ongoing relevance.“

This power and importance of journalism in a fast changing, multi-platform world will be the focus of the editorial panel at the Inform 19 summit.  The panel will be moderated by Sky News Business Editor Ticky Fullerton and feature Anthony De Ceglie, Senior Editor, Seven West Media; Kate De Brito, Editor-in-Chief, News.com.au; James Chessell, Group Executive Editor at The Sydney Morning Herald and The Age; and Lenore Taylor, Editor, Guardian Australia.

The INFORM News Media Summit, and the 2019 News Media Awards, will be held at the Ivy Ballroom in Sydney on 24thSeptember.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 8.22 million readers. The Daily Telegraph followed, reaching 4.27 million readers and the Herald Sun with 4.12 million (see table below).

emma cross platform readership

(000s, last four weeks)



May 2019

Sydney Morning Herald8216
Daily Telegraph4272
Herald Sun4123
The Age4082
The Australian3667
The West Australian & The Sunday Times3014
Financial Review2658
Adelaide Advertiser1768
Canberra Times1249
The Weekly Times782
Newcastle Herald771
Gold Coast Bulletin699
Illawarra Mercury481
Northern Territory News470
Sunshine Coast Daily465
Cairns Post431
Geelong Advertiser428
Townsville Bulletin417
The Courier372
The Land334
The Examiner264
Northern Star254
The Standard132



1.      News media is defined as member companies of NewsMediaWorks, including Nine Entertainment Co, News Corp Australia, Seven West Media’s West Australian Newspapers, The Guardian and The Saturday Paper.

2.       emmaTM, Survey conducted by Ipsos Connect, People 14+, 12 months ending May 2019, 14+ Nielsen Digital Panel data calibrated to Digital Content Ratings May 2019.

3.      Print Readership based on last four weeks with the exception of community and minor regional titles which are based on Average Issue Readership. Trends compared with 12 months to May 2018. NDP, Nielsen Digital Panel, May 2019, People 14+ calibrated to Nielsen Digital Content Ratings (DCR) data for the equivalent period. All readership based on last four weeks. The digital audience numbers within the above TAR are reported only if they meet the sample size thresholds agreed between Nielsen and TRW.

4.      ADTRUST; AdTrust Wave 3 research IPSOS Connect November 2018: Online questionnaire: n= 2503 Australians aged 18+ Nationally representative.




About emma: emma™ (Enhanced Media Metrics Australia) is Australia’s cross-platform audience insights metric built for the digital age. emma™ was developed for The Readership Works (TRW) by independent research companies Ipsos and Nielsen. The Media Federation of Australia was involved in the development of emma™ and sits on the Technical Committee. emma is independently audited by Dr Rob Hall.

About NewsMediaWorks: NewsMediaWorks is the peak organisation representing Australia’s leading news media publishers. Established in 2006, it focuses on promoting the unique power and value of print and digital news brands as trusted and effective advertising partners that engage more than 90% of Australians every month. NewsMediaWorks also supports the regulatory interests of the sector including advertising codes and environmental sustainability. Its stakeholders are Nine Entertainment Co, News Corp Australia and Seven West Media’s West Australian Newspapers.



For more information, please contact:

Rochelle Burbury, Third Avenue Consulting

0408 774 577| [email protected]


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