Australian newspapers reach 89% of, or 15.4 million, Australians each month in 2013 through print, online, mobile and tablet platforms, finds data

Mathew Kearney

Mathew Kearney

Dec 20, 2013 – NPA Bulletin

December 20, 2013 () – Australian newspaper audiences continue to remain stable across all platforms, reaching 89 per cent or 15.4 million Australians each month, according to the latest emma data.

The monthly emma (Enhanced Media Metrics Australia) data for the 12 months to October, 2013, showed few fluctuations for newspapers, with audiences continuing to consume news content across print, online, mobile and tablet platforms.

The Newspaper Works CEO Mark Hollands said the data continued to demonstrate that audiences are stable across platforms, which is in line with publishers' expectations.

The strength of newspaper readership also was underlined in a recent Nielsen study. "The Nielsen data found that six of the top 10 news sites are from newspaper publishers and engagement has increased this year, which clearly shows the appeal of quality news content among audiences," Mr Hollands said.

From last month, additional regional newspapers were included in the monthly emma data. This allows for planning alongside metro and national titles, which is unique in the Australian market.

Each monthly report now features 12-month rolling data with cross-platform audience figures, readership of all titles, comprehensive consumer profiles and product data, plus fused Nielsen Online Ratings data.

This is the second monthly emma data release that shows average issue readership for 269 branded sections in national, metropolitan and some larger regional newspapers. Given the data is new, no prior period comparisons can be made.

This new first-ever sectional data is part on an ongoing program of innovation by emma.

"There are a number of exciting innovations planned for emma in 2014 that continue to meet market demands of an independent data provider, more granular data, transparency and innovation," Mr Hollands said.

To find out more about the workings of the metric click here to listen to the Media Federation of Australia representative John Grono discuss emma with ABC Radio National's Richard Aedy.

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