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Know Your Audience

SEGMENTATION_ALL AGE GROUPS_EDM GRAPHIC

News media attracts an audience of 16.7 million readers each month.*

No single description sufficiently captures the diversity of those who read newspapers and consume online news content.

Appetite for quality journalism exists among the youngest and oldest adults, but how they view society and behave as citizens and consumers varies dramatically.

The data from the readership survey emma illustrates the high quality of individuals who come to news media seeking quality reporting, analysis and opinion of events at home and around the world.

Among the many factors to emerge is evidence that these readers – regardless of age – are better-educated, more socially aware and higher earners than non-readers.

*emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending October 2016; Nielsen DRM October 2016, People 14+ only.

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