Print media audience numbers remain strong: study

Print media audience numbers are still strong, with 12.89 million, or seven in ten Australians (69 per cent), choosing print news formats, according to a study by Enhanced Media Metrics Australia (emma).

emma was developed for The Readership Works (TRW) by independent research companies Ipsos and Nielsen.

The study, which provides data for November 2019, found that Australian news media across print and digital platforms reach nine in 10 Australians (94 per cent), or 17.71 million people, aged 14 and above.

According to emma, digital news media audiences have grown by two per cent year on year as the demand for trusted, professionally generated news drives Australia’s news media audiences.

Across measured digital platforms, news media reaches 15.73 million Australians, representing 84 per cent of the population aged 14 and above.

NewsMediaWorks CEO Peter Miller said, “the growth in digital audiences and the continued strength of print audiences is a strong validation that here is no more trusted media channel in the country than news media, both in print and digital channels”.

 “The premium environment that news media delivers continues to attract and retain large audiences for this reason. In addition, 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.”

In addition, the study found that the top three most read mastheads in Australia are the Sydney Morning Herald (7.79 million readers), the Daily Telegraph (4.58 million readers), and the Herald Sun (4.44 million readers).

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