Total Australian newspaper readership on the rise, with newspapers reaching 86% of population each month, according to monthly data; digital audience up 7% year-over-year in 2013

Mathew Kearney

February 13, 2014 (The NPA Bulletin) – Total audience newspaper readership remains on the rise, according to the latest monthly release of emma (Enhanced Media Metrics Australia) data.

Printed newspapers continue to reach 86 per cent of the population each month, and a 7 per cent rise in digital audiences in the in the 12 months to December 2013 sees overall readership remain in the black.

The Newspaper Works chief executive Mark Hollands says the stability in audience numbers for newspaper media matches increasing confidence among media agency executives that the commercial fortunes of newspapers are on the verge of a turnaround.

"A number of titles continue to show strong audience results across print and digital platforms," Mr Hollands said, citing rises from The Canberra Times (+12.6 per cent), the Sunshine Coast Daily (+7.5 per cent) and The Advertiser (+5 per cent).

"We are seeing excellent growth in regional centres as well as larger urban areas. Regional newspapers have a very strong story to tell."

NEWSPAPER READER BIGGER SPENDERS

Separate emma data shows consumers who read newspapers are bigger spenders than non-readers, with Mr Hollands saying this was a reflection of newspapers attracting a more affluent audience, especially on digital platforms.

Australians who read newspaper content on a smartphone will spend, on average, $500 a year more across eight retail categories identified in emma's product data than smartphone owners in total. Those who read newspaper content on a tablet will spend $900 a year more than tablet owners overall. The Newspaper Works' research and insights manager Simon Baty explains the data here.

The latest release of emma monthly data includes full coverage of community titles, providing subscribers with the ability to access audience information on national, metropolitan, regional and community newspapers on a single database.

Each monthy emma report 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.

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