Roy Morgan: 80% Of Aussies Read Newspapers, As Readership Surges 3.2%

Roy Morgan: 80% Of Aussies Read Newspapers, As Readership Surges 3.2%
SHARE
THIS



Roy Morgan has today released the latest readership report for Australian newspapers for the 12 months to March 2018 and its found 16.1 million or almost 80 per cent of Australians aged 14-plus now read or access newspapers in an average seven day period via print or online (website or app) platforms, an increase of 3.2 per cent from a year ago.You can read the full report here.

Four of Australia’s top five leading mastheads have grown their cross-platform audiences, with Melbourne’s The Age experiencing the strongest growth during the past year of over 10 per cent.

These are the latest findings from the Roy Morgan Single Source survey of 50,014 Australians aged 14-plus in the 12 months to March 2018.

Australia’s most widely read masthead is again the Sydney Morning Herald – with a cross-platform audience of 4,269,000, up 0.6 per cent from a year ago. This increases its lead over Sydney rival the Daily Telegraph which has a cross-platform audience of 3,301,000, up 0.1per cent in a year.

Melbourne daily The Age has experienced the fastest year–on-year growth of an impressive 10.9 per cent and now has a cross-platform audience of 3,102,000. While the Herald Sun is the only top five leading daily to not to grow its cross-platform audience, down 4.1 per cent to 2,982,000.

Australia’s two leading national mastheads have experienced divergent results over the past year. The Australian has grown its cross-platform audience by 4.7 per cent to 2,585,000 while the Australian Financial Review’s cross-platform audience has declined 5.2 per cent to 1,404,000.

Screen Shot 2018-05-11 at 9.15.54 am

Print Readership

Overall 7.3 million Australians read print newspapers, including over 5.2 million who read weekday issues, more than 4.4 million who read Saturday editions and nearly four million who read Sunday titles. Although print readership has declined year-on-year to the early part of 2018, the latest figures show 36.5 per cent of Australians are reading print newspapers. In today’s digitally-focused world  they continue to be an important advertising medium  to reach large numbers in key audiences.

At a state-level a bright spot was national broadsheet The Australian’s performance in New South Wales which increased its weekday readership by 15.1 per cent to an average issue readership of 107,000 and weekend edition readership by 12.6% to 170,00 in Australia’s largest state.


Weekend Newspaper Readership down, but AFR Weekend defies trend, up again

Australia’s leading weekend newspaper is again Sydney’s Sunday Telegraph with an average issue print readership of 878,000 – down 3.7 per cent over the past year – ahead of southern stablemate Melbourne’s Sunday Herald Sun which has a print readership of 825,000 (down 3.4 per cent).

Other major titles that declined include the Saturday Herald Sun down 5.7 per cent to a readership of 764,000, the Saturday Sydney Morning Herald down 4.1 per cent to a readership of 633,000, the Sunday Mail in Queensland down a sizeable 13.7 per cent to a readership of 619,000 and the Saturday Age which was down 4.9 per cent to a readership of 616,000.

The AFR Weekend increased its readership by an impressive 9.6 per cent to 137,000. Driving the growth for the The AFR Weekend was the state-level increase in Victorian readership, up 32.4 per cent to 49,000.

Readership of  national broadsheet The Weekend Australian was down 4.4 per cent to 608,000 while Schwarz Media’s The Saturday Paper readership was virtually unchanged at 110,000.

Screen Shot 2018-05-11 at 9.18.17 am


Newspaper Inserted Magazines: Stellar & Financial Review Magazine up 16 per cent

Relative newcomer Stellar increased its print readership by an impressive 16.6 per cent to 1,051,000 in the year to March 2018. Good Weekend remains Australia’s most widely read newspaper inserted magazine with print readership of 1,167,000 (down 10.2 per cent).

Also performing strongly over the past year were the Financial Review Magazine which increased its readership 17.3 per cent to 401,000, stablemate Boss magazine now with a readership of 150,000 and the Sunday Herald Sun TV Guide which was up 4.8 per cent to 498,000.

Other leading newspaper inserted magazines did not match these performances with Sunday Life on 695,000 (down 11.6 per cent) and the Weekend Australian Magazine on 650,000 (down 10.8 per cent).

Screen Shot 2018-05-11 at 9.19.44 am

Newcastle Herald, Illawarra Mercury and Launceston Exmainer grow readership

The Newcastle Herald is Australia’s leading regional weekday masthead in the year to March 2018 growing its print readership by 5.3 per cent to 79,000 over the past year. Other regional titles to grow their print readership over the past year included the Illawarra Mercury up 8.3 per cent to 39,000 and the Launceston Examiner up 15.2 per cent to 38,000.

Screen Shot 2018-05-11 at 9.20.35 am

Commenting on the findings, Roy Morgan CEO, Michele Levine, said: “A record high 16.1 million Australians 14-plus access newspapers in an average seven day period either in print, or online via website or app. This represents a healthy increase of 3.2 per cent in cross-platform audience size with an extra 500,000 Australians now consuming newspaper content via one format or another compared to a year ago.

The Sydney Morning Herald again Australia’s leading masthead with a total audience of over 4.2 million, nearly a million more readers than local rival the Daily Telegraph which now has an audience of 3.3 million.

“The strongest 12 month performance was by Fairfax daily The Age which grew its cross-platform audience by over 10 per cent to 3.1 million. Almost matched in audience size by its Melbourne competitor the HeraldSun at just under 3 million.

“Also performing well over the past year was national broadsheet The Australian up 4.7 per cent to an audience of almost 2.6 million

“The take out from today’s readership figures is that Australia’s leading mastheads are continuing to build large and diverse digital audiences to replace declining print readership. As time progresses consumers of news will increasingly look to trusted media brands and outlets for the latest news.

“Retaining that edge for trust and reliability is key for  newspaper mastheads continuing  their audience growth that we have witnessed in recent years.”

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

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 […]