B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: A Whopping 76% Of Aussie Adults Read Actual Newspapers: emma Data
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > A Whopping 76% Of Aussie Adults Read Actual Newspapers: emma Data
Media

A Whopping 76% Of Aussie Adults Read Actual Newspapers: emma Data

Rochelle Burbury
Published on: 16th June 2016 at 6:45 AM
Rochelle Burbury
Share
4 Min Read
SHARE

News media is read by 93 per cent of the adult population in print and on digital devices, with 76 per cent of people reading a newspaper, according to the latest emma (Enhanced Media Metrics Australia) data* released today.

Newspapers remained steady, reaching 13.7 million of the population. In addition, 11.3 million people, or 63 per cent of the population, read a metro newspaper in the past four weeks.

Digital audiences continue to grow with 13.2 million people accessing news media content on laptops/PCs, smartphones and tablets during April. The total audience for news media is steady at 16.8 million, or 93 per cent of Australians.

News media advertising campaigns help companies engage with decision makers across key categories, emma data reveals. For example, 79 per cent read a newspaper in the last four weeks and eight in ten household finance decision-makers read a newspaper last month.

Some 11.8 million newspaper readers are responsible for selecting their household’s telecommunications provider, while 11.3 million chose their household’s utility provider.

NewsMediaWorks CEO Mark Hollands said news publishers continued to deliver quality audiences, such as key household decision makers.

“News media delivers the large, quality audiences that advertisers seek, particularly when it comes to household decision makers in the key categories of grocery, telecommunications, finance and utilities. News media successfully connects advertisers to audiences and influences their decision making,” Hollands said.

Metropolitan titles continue to dominate the news media sector, reaching 63 per cent of the population, or 11.3 million print readers. Regional newspapers reach 3.4 million readers (19 per cent) while national titles delivered a combined print audience of 2.37 million.

According to the emma data for the 12 months to April 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.96 million readers. The Daily Telegraph followed, reaching 4.39 million readers and the Herald Sun on 4.4 million.

emma cross platform readership (000s, last four weeks)* April 2016
Sydney Morning Herald / smh.com.au 5967
Daily Telegraph / thetelegraph.com.au 4391
Herald Sun / heraldsun.com.au 4403
The Age / theage.com.au 3558
The Australian / theaustralian.com.au 3305
Courier-Mail / couriermail.com.au 3075
West Australian / thewest.com.au ^ 1745
Adelaide Advertiser /AdelaideNow.com.au 1742
Financial Review / afr.com.au 1679
Sunday Times / perthnow.com.au 1374
Canberra Times / canberratimes.com.au 846
Gold Coast Bulletin / goldcoast.com.au 534
Sunshine Coast Daily / sunshinecoastdaily.com.au 446
Mercury (Tas) / themercury.com.au 315
Newcastle Herald/ theherald.com.au 324 

* Source: emmaTM, 12 months to April 2016. Readership based on last four weeks. Trends compared with 12 months to April 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Digital Ratings (Monthly), April 2016. The emma data for the 12 months to April 2016 includes the new Nielsen Digital Ratings Monthly (DRM). This replaces the previous digital currency, Nielsen Online Ratings (NOR). Due to this change of methodology, there is a trend break in the data that means digital audience comparisons to previous periods are not valid.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 2Day FM, Herald Sun, Monocle, NewsMediaWorks, Prostate Cancer Foundation of Australia, taxi council queensland
Share
Rochelle Burbury
By Rochelle Burbury
Follow:
Rochelle Burbury is an award-winning journalist and editor with over 25 years of experience in media and communications.  She is the former Marketing & Media Editor for B&T as well as the Australian Financial Review, The Australian, and The Sydney Morning Herald, and Consulting Editor for AdNews. In 2023, she won B&T's Best of the Best in PR and in 2024 featured in the B&T Women in Media Power List. Rochelle’s extensive experience makes her a valuable contributor to B&T.

Latest News

Westpac Banks On Michelle Klein To Lead Marketing & Growth
23/06/2025
Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
Cannes Lions Investigating Grand Prix Win Amid Claims Of Manipulated Submission
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?