EMMA: Print same same, but digital making a difference

EMMA: Print same same, but digital making a difference

The first new set of monthly Enhanced Media Metrics Australia (EMMA) readership data has been released today, with print showing marginal declines in readership, compensated by a spike in website visits.

While the first EMMA data released last month covered the overlapping 12-month period to June 2013, the latest release is for the year to July 2013, with the major publishers posting steady if unspectacular results.

The Newspaper Works, which commissioned the survey together with Ipsos, has said the first monthly EMMA data “shows stability in the newspaper audiences", while Fiorella Di Santo, News Corp Australia’s group sales director, added: “Today’s release of EMMA  data confirms the continued growth of newspaper audiences across print and online".

See the rationale behind the new EMMA metrics here

So do the latest EMMA figures match the positive commentary?

While no print masthead plunged off the proverbial cliff, most have continued to leak readers.

Fairfax and News Limited did manage to get two of their Sunday offerings into the black (Herald Sun, +0.34%, Sunday Herald Sun, +0.8%).

The Saturday Sydney Morning Herald suffered the biggest drop, down 2.4%, while the Monday to Friday Australian Financial Review finished top of its class with a 1.28% spike in readership. The Australian weekday (-1.67%) and weekend (-1.89%) struggled, while the Monday to Friday SMH fared little better, down 1.22%

The Sunday Telegraph (-0.73%) remains the nation's most read newspaper.

“There are two things to keep in mind in analysing these numbers. Firstly, we are looking at incremental change from the previous EMMA numbers, rather than year-on-year. So, the movements tend to be smaller,” explained research & insights manager at The Newspaper Works, Simon Baty, adding that total cross platform audiences are measured over a period of a month.

New EMMA montly newspaper readership data:

It's similar story with regard to EMMA’s magazine data, with the majority titles experiencing minimal drops in readership, but with a number increasing their numbers.  

Better Homes and Gardens (+1.17%) extends it lead at the top of the most read mag in Australia table, followed by Australian Women’s Weekly (-0.45) and Women’s Day (-0.66%). Shop Till You Drop saw the biggest slide (-5.23%), while Men’s Health (+3.84%), Take 5 (1.24%), and Super Food Idea (+1.25%) all enjoyed an uptick in readership.

New EMMA montly magazine readership data:

The monthly EMMA figures also include digital numbers for mastheads, although these are taken from responses over the past four weeks, rather than the whole year, so Nielsen online data can be ported on top of them aggregating print, web, mobile and tablet.

For newspapers, there was somegood news on the total masthead front, with most securing increases. The figures show the SMH stayed on top with a total audience of 4,719, which jumped from 4.543m in the last EMMA release.

 The Herald Sun has 4.168m total masthead readers, Daily Telegraph has 4.094m, The Age has 3.337m, The Australian 3.126m,The Courier Mail 2.834m, The west Australian 1.998m, the Adelaide Advertiser 1.459m and The Australian Financial Review 1.338m. All of these represent increases, except in the case of The West Australian

For magazines, including digital editions, Woman’s Day reached nearly 3.854m people, New Idea 3.588m (up from 3.499m), AWW 2.712m and Better Homes 2.531m.




Please login with linkedin to comment

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]