News media reaches nine in 10 Australians across digital and print

Demand for trusted, professionally generated news continues to drive Australia’s news media audiences across both digital and print platforms, reports NewsMediaWorks.

Australian news media reaches nine in 10 Australians (94%), or 17.6 million people aged 14+, the latest emma (Enhanced Media Metrics Australia) data for September 2019 shows.

(News media is defined as member companies of NewsMediaWorks, including Nine Entertainment Co, News Corp Australia, Seven West Media’s West Australian Newspapers, The Guardian and The Saturday Paper.)

Across measured digital platforms news media reaches 15.5 million Australians, representing 83% of the population aged 14+.

At the same time, print audiences remain strong with 13 million, or seven in ten Australians (69%), choosing print news formats.

NewsMediaWorks CEO Peter Miller said that premium, trusted content is an important differentiator for news media.

“There is no more trusted media channel in the country than news media, both in print and digital channels. News media stands head and shoulders above the rest. News brands engage, inspire, challenge and reward their readers, with in-depth story telling in a premium environment. News media continues to attract and retain large audiences for this reason,” he said. “And our AdTrust research has proven that trust in content and ads increases consumer intent to purchase, which provides a powerful return on investment to advertisers.”

The top 10 most read mastheads in Australia continue to deliver large and influential audiences.

As these mastheads add new ways to talk to audiences, they continue to grow their ability to reach Australians at scale (see table below).