Print Still Preferred but Online Up, Says EMMA

Newspaper and glasses and keyboard. Perfect for NEWS section of website.
SHARE
THIS



The Newspaper Works’ CEO Mark Hollands shares what’s happened in the latest EMMA results.

The newspaper industry transformation to a balance of printed and digital newspapers has been underscored by the first year-on-year data released by EMMA (Enhanced Media Metrics Australia) for the 12 months to June, 2014.

Print is the preferred format for most readers and more than half of all print readers also consume a digital newspaper.

These latest results show newspapers’ total cross-platform audience at 16.4 million people.

Printed newspapers remain the core of the industry. Nine out of 10 newspaper readers consume a printed edition, compared with five out of 10 for the digital formats. There are 14.6 million readers of printed newspapers, almost four out of five (83%) Australians aged 14+.

Print readership declined 4%, according to EMMA, while an 11% increase in digital consumption of newspapers has stabilised overall readership.

EMMA data across only key national, metropolitan and regional papers found: (This figure excludes community newspapers, whose number will be released shortly).

  • Total masthead readership (print, desktop, mobile and tablet and) is stable, increasing 14.3 million to 14.5 million
  • Digital readership is up 11%, from 9.5 million to 10.7 million
  • Print readership is down 4% YOY, from 13.2 million to 12.7 million.

“Overall cross-platform readership is up and several newspaper brands are delivering strong growth and large audiences, which make newspapers a compelling proposition for advertisers,” said The Newspaper Works CEO Mark Hollands.

“Print continues to be central to newspaper reading habits as a trusted source of news and information. The first available year-on-year EMMA data shows what we have been seeing throughout the year, a migration to digital content and slight incremental declines in print.”

The percentage who access newspapers digitally — desktop, tablets, mobiles — continues to climb. Twelve months ago, 55% of the population read a digital newspaper over a four-week period. In the period from July 2013 to June 2014, this increased to 61%.

“On current trends, the number of readers accessing digital newspapers will overtake those reading print copies within the next few years,” said The Newspaper Works research and insights manager, Brian Rock,.

“Consumer demand, especially among older readers, will ensure printed newspapers continue for many years. The small decline in their readership was driven by the under 40s, whose audience size is 4.86 million, or 63% of this demographic.

“Readership in the 55+ segment increased 2% to 4.49 million, or 82% of this demographic.”

The Newspaper Works CEO, Mark Hollands added: “One year on, EMMA has proven that the change in newspaper readership dynamics is real and continuing. Yes, print is in slow decline but not at the rates some would suggest and digital audiences are growing every month. We have demonstrated that EMMA is a legitimate, robust and accurate audience measurement survey.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]