Many of Australia’s major newspapers have upped their masthead audiences, even though fewer people are reading the print editions.
Seven out of the ten main capital city daily newspapers increased their masthead audiences from March 2013 to March 2014, according to Roy Morgan research.
From further analysis of the masthead of major newspapers Tim Martin, general manager of Roy Morgan, says advertisers need to examine “not only how audiences differ between publications but how they differ within publications”.
(FYI: Masthead audience is the number of people who read or access content by a publisher across all platforms such as print, website and mobile smartphone or tablet apps in an average seven days.)
According to the research, Fairfax’s Australian Financial Review scored the highest growth of 22.8% while The Sydney Morning Herald had the largest audience increase over the year of 6% (or 189,000 people).
This has extended the paper’s lead over competitor News Corp’s The Daily Telegraph (up 3.5%) and Herald Sun (up 0.7%) as Australia’s most-accessed masthead.
Using Helix Personas, a data integration tool that allows Roy Morgan to split up the Aussie population into different personas and communities, Martin said the research firm can pinpoint readership to help advertisers’ targeting potential.
“In Victoria, people in the young, hip and cashed-up ‘New School Cool’ persona (203) are below average readers of the Herald Sun masthead overall—but they form the biggest bloc of online-only readers: more than 1 in 12 people on the Herald Sun site or app,” he said.
“And in NSW, ‘Quiet Achievers’ (210) comprise just 1 in 50 print-only SMH (Sydney Morning Herald) readers, but 1 in 20 online-only readers.
“‘Average Aussies’ (306) are big fans of The Daily Telegraph print edition, but you’d be wasting your money trying to target them online. ‘Career and Kids’, however, are just as likely to be reading the Telegraph online only as in print only.”
Please login with linkedin to comment
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]