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Trusted content in news media reaches nine in ten Australians across digital and print platforms – emma data

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Demand for trusted, professionally generated news continues to drive Australia’s news media audiences across both digital and print platforms.

Australian news media reaches nine in ten Australians (94%), or 17.6 million people aged 14+, the latest emmaTM (Enhanced Media Metrics Australia) data1for September 2019 shows.

Across measured digital platforms news media reaches 15.5 million Australians, representing 83% of the population aged 14+.

At the same time, print audiences remain strong with 13 million, or seven in ten Australians (69%), choosing print news formats.

NewsMediaWorks CEO, Peter Miller, said that premium, trusted content is an important differentiator for news media.

“There is no more trusted media channel in the country than news media, both in print and digital channels4. News media stands head and shoulders above the rest. News brands engage, inspire, challenge and reward their readers, with in-depth story telling in a premium environment. News media continues to attract and retain large audiences for this reason,” he said. “And our AdTrust research has proven that trust in content and ads increases consumer intent to purchase, which provides a powerful return on investment to advertisers.”

The top 10 most read mastheads in Australia continue to deliver large and influential audiences.

As these mastheads add new ways to talk to audiences, they continue to grow their ability to reach Australians at scale (see table below).


emma cross platform readership

(000s, last four weeks)



September 20191

Sydney Morning Herald7571
Daily Telegraph4755
The Age4344
Herald Sun4207
The Australian3421
The West Australian & The Sunday Times3360
Australian Financial Review2486
Adelaide Advertiser1704
Canberra Times976



1.      emmaTM, Survey conducted by Ipsos Connect, People 14+, 12 months ending September 2019. Print Readership is all now based on average last four weeks over the 12 months to September 2019 – this now includes Community and Class B Regional titles which were previously based on Average Issue Readership. Digital new media 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.

2.      Digital news media readership will allow comparison vs last year for Oct 19 data vs Oct 18 when there will be 13 months of readership data soft calibrated to DCR. Print news media and Total News Media will then be reportable for Jul 20 vs Jul 19 when there will be 13 months of data for the last 4 weeks across all newspaper channels (eg Community and Class B Regional newspapers).

3.      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.

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

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