Digital technology, the culprit for the slump in print sales, has further pushed print circulations down for 2014 compared to 2013, new data from Enhanced Media Metrics Australia (emma), reveals.

The data says, while the total number of newspaper print readers has risen slightly to 1.1 per cent year-on-year to 16.4 million, the circulation numbers have decreased.

The circulation numbers for Sydney tabloid newspaper the Daily Telegraph decreased by 186,000 from 3,210 million in 2013 to 3.024 million, same time last year.

The circulation numbers are not looking favourable for Melbourne’s Herald Sun, which went down 96,000 from 2.977 million in 2013 to 2,881 million in 2014.

However, Newspaper Works says the consumption of newspaper masthead content on digital platforms has driven the growth in print, increasing by eight per cent, and compensating for a three per cent decline in the printed newspapers.

The data says printed newspapers reach 92 per cent of the population, or 14.4 million people, every month, compared with total digital readership penetration of 63 per cent or 11.2 million people.

People aged 40 to 54 are the largest consumer group of printed newspapers, accounting for 26 per cent of readers.

Unsurprisingly, digital attracted the younger demographic, aged 25 to 39 comprising of 29 per cent of readers, while 40 to 54 year olds are the second largest group accounting for 27 per cent of readers.

While the print numbers are on a downward spiral, Mark Hollands, CEO of Newspaper Works says print continues to attract four out of five Australians every month, which he says, is a ‘compelling proposition for advertisers’.

“The Sydney Morning Herald continues to be Australia’s most-read newspaper, with 5.1 million print and digital readers, followed by The Daily Telegraph (4.34 million) and the Herald Sun (4.2 million), while the Courier-Mail is read by 3.3 million, followed by Melbourne’s The Age with 3.27 million.

“In printed newspaper editions, Sydney’s Daily Telegraph and Sunday Telegraph have the highest readership, with 3 million readers, while Herald Sun/Sunday Herald Sun comes second with 2.9 million readers, and The Sydney Morning Herald/Sun-Herald is third with 2.3 million.”

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