Dig­i­tal drives growth

Print re­mains the foun­da­tion for news­pa­per me­dia, but the de­sire to con­sume con­tent on the move is build­ing au­di­ence fig­ures.

The Works - - MULTIPLATFORM -

All but a very few Aus­tralians in­ter­act with news­pa­per jour­nal­ism with reach into the pop­u­la­tion at 93 per cent on a monthly ba­sis. This is equiv­a­lent to 16.4 mil­lion peo­ple, the high­est fig­ure since emma mea­sure­ment be­gan.

In­tense work by pub­lish­ers to de­velop their dig­i­tal prod­ucts is pay­ing off and achiev­ing au­di­ence growth on all three plat­forms.

Some 53 per cent of Aus­tralians have ac­cessed a news­pa­per web­site in the past four weeks, while tablet and mo­bile au­di­ences now each com­mand an au­di­ence of 2.9 mil­lion read­ers.

Print con­tin­ues to de­liver a huge mass au­di­ence at 14.6 mil­lion, or 83 per cent of the pop­u­la­tion.

In the six months to March 2014, the to­tal news­pa­per me­dia au­di­ence across print and dig­i­tal plat­forms has grown by 600,000 read­ers. This has been driven by the move to dig­i­tal prod­ucts but it also means more peo­ple are read­ing news­pa­per con­tent.

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