Printed newspaper readership continues to slump as popularity for digital platforms rise, latest figures by Enhanced Media Metrics Australia (emma) for the 12 months to January 2015 reveals. The total audience report by the month for printed Fairfax newspapers from February 2014 to January 2015 saw declines of 205,000 from 2.52 million to 2.31 million, eight per cent for the Sydney Morning Herald, and a drop of ten per cent or some 184,000 readers from 1.79 million to 1.6 million for Melbourne’s The Age, compared to the previous year.
News Corp newspapers also saw a decline in circulation with Sydney monthly figures for the Daily Telegraph losing five per cent 175,000 readers from 3.17 million to 2.99 million, and Melbourne’s Herald Sun showing a smaller decline by two per cent or 58,000 readers, down from 2.93 million to 2.87 million. While the figures show an overall increase of 1 per cent to 16.3 million readers, this is due to a rise in viewing papers on the digital platforms, it is not good news for printed newspapers as its circulation continues on a downward trajectory. Emma says printed newspapers continued to contribute the largest audience, with 14.4 million readers, however digital readers now number 10.6 million readers, or 59 per cent of the total readership, a year on year increase of 5 per cent. The figures reveal that most newspaper readers use both printed and digital products. Digital audience growth was led by mobile readership, which jumped to 26 per cent from 2.2 million to 2.8 million. Mark Hollands CEO of The Newspaper Works says digital consumption of newspapers continues to grow, and the rapid growth in mobile ‘demonstrates that Australians turn to trusted newspaper brands’. Hollands says, “Printed newspapers remain a vital source of news, information and entertainment for 81 per cent of the Australian population [who consume news] and are still a viable and effective medium for both readers and advertisers. Digital readers also engage with print, with 82 per cent of digital readers, or 8.7 million people, also reading printed newspapers.” The total audience report by the month for printed Fairfax newspapers from February 2014 to January 2015 saw declines of 205,000 from 2.52 million to 2.31 million, eight per cent for the Sydney Morning Herald, and a drop of ten per cent or some 184,000 readers from 1.79 million to 1.6 million for Melbourne’s The Age, compared to the previous year. News Corp newspapers also saw a decline in circulation with Sydney monthly figures for the Daily Telegraph losing five per cent 175,000 readers from 3.17 million to 2.99 million, and Melbourne’s Herald Sun showing a smaller decline by two per cent or 58,000 readers, down from 2.93 million to 2.87 million. He says the Sydney Morning Herald still leads in total masthead readership at 4.9 million, followed by the Daily Telegraph at 4.3 million. Weekend printed newspapers have the highest average issue readership (AIR), with three titles – The Sunday Telegraph, Saturday Herald Sun and Sunday Herald Sun – averaging more than one million readers.
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