The Works: Young Newspaper Readers Are “Active and Social”

The Works: Young Newspaper Readers Are “Active and Social”

The 4.1 million young Australians who read print and digital newspapers are more likely to be active and social, the latest quarterly audience insights report from The Newspaper Works, titled The Works, has found.

Heavy newspaper readers under 30 years of age are more likely to attend a sporting match (+184%) or go to the pub (+46%), demonstrating that they are more extroverted (+11%) than non-readers.

The report also found that the motivation of the 14.6 million Australians who read printed newspapers every month shifts markedly throughout the week, moving from staying ‘Informed’ and seeking ‘Discovery’ during the week to a desire to ‘Escape’ on Sunday, according to the recently released emma (Enhanced Media Metrics Australia) Engagement Metric.

“These results from the emma Engagement Metric demonstrate the intimate yet fluid relationship Australian readers hold with their newspapers; knowing they can rely on them to be informed and up to date through the week, then for enjoyment and relaxation on Saturday and Sunday,” co-author of the report, The Newspaper Works Research and insights manager Simon Baty said.

The Engagement Metric found that younger readers, aged 14 to 29, are more likely to feel inspired reading newspapers than older readers (aged 25 to 64), who read newspapers primarily to feel enriched.

“Although younger readers seek out newspapers for different reasons to older demographics, there was one unifying influence: all readers said they are entertained by newspapers,” said Baty.

The report also reveals strategies for advertisers to leverage the strengths of print and digital with a three-tiered model based on ‘audience’, ‘environment’ and ‘role’.

  • ‘Audience’ identifies parallels in the reach of print and digital platforms by demographics.
  • ‘Environment’ considers how print and digital both provide relevant and trusted environments that increase ad effectiveness.
  • ‘Role’ identifies the different and complementary strengths of print and digital.

Print for example excels in generating awareness and conveying depth of information, while digital provides interactivity.

“Advertisers can leverage the commonalities of print and digital in terms of Audience and Environment to strengthen a campaign on its core objective.  Alternatively, by focusing on the complementary roles of print and digital, they can add a new dimension to the campaign and improve its effectiveness”, said Rob Pyne, contributor to The Works.

The Works Q3, 2014 can be viewed here.




Please login with linkedin to comment

2Day FM Chocolate Chip Cookie Radio Ratings

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]