Thursday, March 15, 2018

- News media reaches 97% of female main household income earners -

Australia’s news media sector continues to hold on to the growth it achieved during 2017, with 16.5 million or 90% of the population (aged 14+), reading news media across all platforms, according to the latest emmaTM (Enhanced Media Metrics Australia) data1 for January 2018 released today.

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In 2017, news media grew by 2% for the second consecutive year, as consumers increasingly recognise its trustworthy and credible content, and that audience has held into January 2018.

Print audiences for news media remained stable, at 12.5 million, or 68% of the population in January, as publishers report pockets of growth in newspapers.

More than seven in ten Australians (74%), or 13.5 million people, consumed news media on digital devices such as smartphones, tablets and laptops.

National news media was read by 2.5 million, or 14%, of the population in January. Metro newspapers were read by 10.3 million people, or 56% of consumers, over the same period.

More than one third of the population (35% or 6.4 million people) read regional and community news media brands. A total of 3 million people (or 16% aged 14+), read regional newspapers, while community newspapers were read by 3.5 million (or 19% aged 14+).

The emma data also found that news media reaches 97% of women who are the main income earners in their families. Women now represent more than one in three (37.7%) of main income earners, up from 36.5% two years ago. One in five (22.2%) of female main income earners have salaries of $80,000 a year or more, which is up from 18.6% over the same period.

“It’s been a positive start to 2018 for news media which is holding the audience gains, of some half a million people, it achieved in 2017. Trust is playing a critical role in how Australians consume media and news media provides both readers and advertisers with the highest levels of trust of any media2,” NewsMediaWorks CEO Peter Miller said.

“News media continues to attract large and engaged audiences, and while social media can argue it also has large audiences, it simply cannot compete when it comes to quality, credible journalism and brand-safe content. Readers and advertisers have wised up to this dichotomy and are turning back to trusted news sources.

“It’s also interesting to note that high income earning women are key readers of news media and that is growing along with the trend of women becoming the main earners in their household,” Miller said.

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 5.1 million readers. The Herald Sun followed, reaching 4.2 million readers and The Daily Telegraph on 4.1 million.



1.      emmaTM, 12 months to January 2018. Readership based on last four weeks. Trends compared with 12 months to January 2017. Survey conducted by Ipsos Connect, people 14+, Nielsen Digital Ratings (Monthly), January 2018.  Following the introduction of Nielsen Digital Ratings Monthly (DRM) data into emma in February 2016, year on year comparisons of digital audiences are valid from February 2017 onwards.

2.     Galaxy Research online questionnaire, June 2017 was conducted among a nationally representative sample of 2,863 Australians aged 18 years and older. Results referred to are Net ADTRUST and Net CONTENT TRUST which, on a scale from 1 to 7, is Percentage agreeing (5,6,7) less Percentage disagreeing (1,2,3).




About emma: emma™ (Enhanced Media Metrics Australia) is Australia’s cross-platform audience insights metric built for the digital age. emma™ was developed for The Readership Works (TRW) by independent research company Ipsos Connect which conducts national audience surveys and is the official measurement system in more than 40 countries including the UK, Italy and France. emma™ also has an agreement with Nielsen’s Digital Ratings Monthly to fuse its data with emma’s data, providing greater cross-platform accountability, accuracy, transparency and frequency of data. The Media Federation of Australia was involved in the development of emma and sits on the Technical Committee. emma is independently audited by Dr Rob Hall.


About NewsMediaWorks: NewsMediaWorks is the peak organisation representing Australia’s leading news media publishers. Established in 2006, it focuses on promoting the unique power and value of print and digital news brands as trusted and effective advertising partners that engage more than 90% of Australians every month. NewsMediaWorks also supports the regulatory interests of the sector including advertising codes and environmental sustainability. Its stakeholders are Fairfax Media, News Corp Australia and Seven West Media’s West Australian Newspapers.


For more information, please contact:

Rochelle Burbury, Third Avenue Consulting

0408 774 577 | rochelle@thirdavenue.com.au