Latest EMMA Data Show Newspaper Media Reaches 16.4 Million Aussies

Latest EMMA Data Show Newspaper Media Reaches 16.4 Million Aussies

A total of 16.4 million consumers aged 14+ engage with Australian newspaper content over a four-week period, according to the latest emma (Enhanced Media Metrics Australia) data released.

Digital readership continues to rise, up three per cent in the year to August 2015 to reach an average of 11.6 million people monthly.

Print remains the preferred medium for most consumers: 13.9 million Australians read print newspapers in August.

Metropolitan, regional and community newspapers reach 11.6 million, 3.2 million and 5.1 million Australians, respectively, each month.

Mobile continues to grow in popularity, with 3.6 million people consuming newspaper content on mobiles in the latest period, up an impressive 17 per cent year-on-year. Tablet readership grew 3 per cent to 3.1 million.

“That 16.4 million consumers read Australian newspaper content each month in a saturated media environment reflects the essential role of news media brands and the quality of Australian journalism in our society,” The Newspaper Works CEO Mark Hollands said.

“While mobile audiences continue their steady rise, offering an engaged and highly attractive readership to advertisers, print remains most Australians’ preferred means of consuming newspapers.

“And with 3.2 million Australians reading regional newspapers and 5.1 million reading suburban titles each month, their important and enduring place in communities is clear.”

The Sydney Morning Herald remains Australia’s highest reaching title across platforms with a total audience of 5.11 million readers. The Daily Telegraph followswith 4.12 million and then the Herald Sun on 3.90 million. 


Cross platform readership (last four weeks) emma August 2015 (000s)
Sydney Morning Herald / 5112.2
Daily Telegraph / 4124.6
Herald Sun / 3899.8
The Age / 3137.8
The Australian / 3028.6
Courier-Mail / 2878.5
West Australian / 1652.3
Adelaide Advertiser / 1585.5
Financial Review / 1568.3
Sunday Times / 1308.2
Canberra Times / 826.4
Northern Territory News / 344.9
Sunshine Coast Daily / 364.1
Mercury (Tas) / 316.2


The Herald Sun (Monday-Friday) retains the largest average issue readership in Australia with 1.30 million followed by The Sunday Telegraph (1.12 million), the Saturday Herald Sun (1.10 million), the Sunday Herald Sun (1.03 million) and the Monday-Friday Daily Telegraph (987,000). The Saturday Newcastle Herald is the most-read regional newspaper (140,000), with its daily counterpart next at 132,000.


Average Issue Readership emma August 2015 (000s)
Herald Sun (M-F Av) 1303
Sunday Telegraph 1123
Herald Sun (Sat) 1099
Sunday Herald Sun 1029
Daily Telegraph (M-F Av) 987
Sunday Mail (QLD) 823
Daily Telegraph (Sat) 805
Sydney Morning Herald (Sat) 715
Sydney Morning Herald (M-F Av) 664
Sun-Herald 654
Courier-Mail (M-F Av) 638
Courier-Mail (Sat) 637
Weekend West 627
The Age (Sat) 590
Weekend Australian 587
West Australian (M-F Av) 578
The Age (M-F Av) 568
Sunday Times 488
Sunday Age 474
The Australian (M-F Av) 454
Sunday Mail (SA) 453
Saturday Advertiser 453
Adelaide Advertiser (M-F Av) 439
Financial Review (M-F Av) 309
Newcastle Herald (Sat) 140
Newcastle Herald (M-F Av) 132
Mercury on Saturday (Tas) 115
Financial Review (Weekend edition) 113
Gold Coast Bulletin (M-F Av) 112
Weekend Gold Coast Bulletin 108
The Saturday Paper 101
Mercury (Tas) (M-F Av) 101
Canberra Times (M-F Av) 100
Sunday Tasmanian 97
Canberra Times (Sat) 97
Townsville Bulletin (M-F Av) 87
Geelong Advertiser (Sat) 86
Townsville Bulletin (Sat) 83
Cairns Weekend Post 78
Geelong Advertiser (M-F Av) 75
The Examiner (Sat) 73
Sunday Canberra Times 69
The Star 69
The Examiner (M-F Av) 68
Northern Territory News (Sat) 68
Cairns Post (M-F Av) 68
Sunday Examiner 67
Border Mail (M-F Av) 66
Border Mail (Sat) 65
Illawarra Mercury (Sat) 65
Illawarra Mercury (M-F Av) 65


* Source: emmaTM, 12 months to August 2015. Readership based on last four weeks. Trends compared with 12 months to August 2014. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, August 2015 and August 2014, people 14+ only.


Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]


by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]