Newspaper audiences are remaining stable as digital readers continue to climb, according to the latest EMMA (Enhanced Media Metrics Australia) data.
The Sydney Morning Herald recorded the largest total monthly audience, across print, web, mobile and tablet, in the period of December 2012 to November 2013, with 4.813 million people.
In second place is Melbourne’s Herald Sun with a total 4.193 million ahead of The Daily Telegraph’s 4.139 and The Australian’s 3.234 million.
Weekday print audiences is down 0.7% over five months and stable in November compared to October.
Mark Hollands (pictured), The Newspaper Works chief executive, said: “Overall we are seeing only the slightest negative movements with print audiences, aligning to circulation and copy sale trends as digital audiences continue to climb.
“The continuing growth in total audience numbers provides reason for industry optimism for the year ahead. The rebound in retail, and the strong relationship between that sector and newspaper media, should prove a highlight for 2014.”
The Geelong Advertiser and Illawarra Mercury have performed strongly since June, recording 6% and 4% growth respectively, Hollands said.
He added: “EMMA data shows newspaper readers are bigger spenders than non-readers. They spend 28% more on furniture and homewares, and 21% more on electronics. And 48% of them have shopped online in the last four weeks. In 2014, advertisers and agencies should be capitalising on these and other strengths of newspaper media.”