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.

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