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Expanding reach by combining print and radio

In an age when digital platforms are taking more than their fair share of ad spend and delivering less than ideal results, advertisers are increasingly turning back to traditional media. In part two of NewsMediaWorks’ special cross media report series, we explore the benefits of combining newspapers and radio and how it can deliver results.

Highly engaged newspaper readers, across all channels, can be be utilised to extend reach and frequency when combined with radio campaigns. Campaigns stretching across these two traditional mediums provide advertisers with the opportunity to leverage the 56 per cent who are strong, highly engaged newspaper readers.


There are 12.4 million Australian newspaper readers aged 14+ and 28 per cent of them are strong newspaper readers but not strong radio listeners. These readers provide advertisers additional reach. Another 28 per cent of the total readership are strong paper readers as well as strong radio listeners, delivering advertisers extra frequency.


Advertisers can reach more of the target audience, more frequently using newspapers and radio. It is important for advertisers to focus and target certain demographics for best extra value. In respect to total newspaper readership, both additional reach and frequency skew towards those aged 55+ and home owners. These demographics illustrate the percentage of the total readership.



There are 2.9 million regional readers outside major metros. Thirty-two per cent (925,000) of these readers are strong newspaper readers who listen to little to no radio, providing radio advertisers with additional reach. Thirty per cent (874,000) are strong regional newspaper readers and strong radio listeners. This readership delivers advertisers with additional frequency.


Higher efficiencies for both reach and frequency are most seen among those aged 55 and over and male. Moreover, home owners represent 43 per cent of regional newspaper readers. This demonstrates the highest reach in that particular demographic, compared to the other three newspaper channels.



Community newspapers offer the highest frequency rates out of all the paper types. Of the 3 million readers engaging with community papers within major metropolitan areas, 1 million are both strong newspaper and radio consumers. Of this newspaper readership, 34 per cent provide radio advertisers with additional frequency – the highest across all newspaper channels. Twenty-seven per cent of community newspaper readership bought provides extra reach, hitting the 810,000 heavy readers who barely engage with radio.


Similar to regional papers, higher efficiencies for reach and frequency are most seen among those aged 55+ and home owners. Additional reach can be best achieved by appealing to the demographic skews of these Community newspaper readers –  social grade A and tertiary educated.



With the scale of the channels’ audiences and readers, metropolitan and national readers demonstrate the highest potential compared to other channels. A campaign stretched across both radio and newspapers grants advertisers the opportunity to access the 60 per cent who are highly engaged readers. When pairing a campaign with metro papers, radio advertisers can expect 31 per cent of their total bought readership to provide additional frequency, from the strong readers who are also radio listeners.


Twenty-nine per cent of bought metropolitan newspaper readership delivers radio advertisers additional reach, with higher efficiencies skewed to male readers (52 per cent) and tertiary educated (47 per cent). Nearly 2 million metro newspaper readers provide increased frequency when the advertiser also has a radio campaign, especially those aged 55+ (55 per cent) and males (51 per cent).



National newspapers reach 2.4 million readers across the country. Combining national papers with radio delivers 809,000 strong readers and radio listeners. This means that 33 per cent of bought national paper readership is providing advertisers with greater frequency. National papers offer advertisers the highest reach across all channels. Thirty-eight per cent of bought readership offers greater reach, with 940,000 strong readers who listen to little to no radio.


National newspapers demonstrated some of the strongest demographic skews compared to the other three newspaper channels. For additional frequency, advertisers should especially look towards the audience skews of tertiary educated (54 per cent) and male (62 per cent). Alternatively, those offering additional reach are also more likely to be tertiary educated (54 per cent), male (64 per cent) and social grade A (45 per cent).



Across all newspapers, those offering additional reach are 21 per cent more likely to attend a classical performance and 20 per cent more likely to travel business class. Alternatively, those providing additional frequency are more likely to travel business class (27 per cent), see a live theatre or classical performance (22 per cent).

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