Online and on the page, Addy readership on the rise

MORE readers are turning to the Geelong Advertiser, leading media statistics show.

Figures from Enhanced Media Metrics Australia (EMMA) reveal the Addy’s total audience is on the rise, with the masthead recording a 27.5 per cent growth across its combined print and digital readership during the past month.

The Addy’s Saturday print edition also continues to grow, seeing a readership increase of 3.6 per cent in the last month.

Editor Elise Potter said the results showed that the Addy remained an integral part of the Geelong community, even 179 years after publishing its first edition.

“We have a dedicated team of journalists who care about the local community,” Potter said.

“These results reflect their dedication to telling local stories and fighting for the issues that affect our readers.”

First printed on November 21, 1840, the Geelong Advertiser is the second oldest daily news masthead in Australia.

Potter said the Addy now offered comprehensive online news as well as its traditional print edition.

“We have a digital team which ensures the community has access to the latest news around the clock,” she said.

News Corp Australia is the country’s largest print and digital publisher, reaching more than 16 million Australians every month.

EMMA is independently conducted by Ipsos Connect on behalf of The Readership Works and undergoes regular external audits to ensure the suitability of all research techniques used.

The methodology is global best-practice using telephone recruitment for an online interview to ensure representation of the Australian population and data accuracy

It is based on an annual sample size of more than 40,000 interviews a year, making it one of the largest studies of its kind in the world.