Latest readership reveals 9 out of 10 people read news media

With some print publishers backing away from circulation audits, readership data is taking on more significance than ever.

This release from NewsMediaWorks reports on the November readership data for Australian newspapers.

Nine in 10 consumers, or 16.7 million Australians, read news media in November 2016, the latest emma (Enhanced Media Metrics Australia) data released has shown.

Print continues to be the preferred platform for most readers (13.5m readers), while 12.8m readers accessed news media via smartphone, tablet, laptop or PC.

11.2m people, or 61% of consumers, read a metro newspaper in the period.

Demonstrating the important role of regional and community news brands to their local audiences, 7.5m people (41% of consumers) read a regional or community newspaper.

NewsMediaWorks CEO Mark Hollands said: “The consistency in the news media readership figures to November 2016 demonstrates the ongoing importance of print and digital news media for the vast majority of Australians.

“2016 was a big year for news, with Australians seeking trusted and credible sources of news and information on local, national and global stories in a 24/7 and almost instant news environment.”

According to the emma data for the 12 months to November 2016, The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.24m readers. The Daily Telegraph followed, reaching 4.14m readers and the Herald Sun on 4.04m (see table below).