An af­flu­ent au­di­ence

News­pa­per me­dia reaches 98% of high earn­ing con­sumers ev­ery month

The Works - - MULTIPLATFORM -

Ac­cord­ing to emma data, 12 per cent of the pop­u­la­tion has a per­sonal in­come of $80,000 or more per year.

Th­ese high-earn­ing con­sumers are de­sir­able to ad­ver­tis­ers for ob­vi­ous rea­sons – a high salary is a proxy for strong spend­ing power.

High earn­ers tend to have ac­tive life­styles and busy sched­ules, mak­ing them dif­fi­cult to reach.

They’re also ed­u­cated with a strong in­ter­est in what’s hap­pen- ing in the world, and this may ex­plain why news­pa­per me­dia reach is so strong within this lu­cra­tive group of con­sumers.

Some 98 per cent of high earn­ers ac­cess news­pa­per me­dia at least once a month.

The news­pa­per mo­bile and tablet au­di­ences both con­tain a par­tic­u­larly high con­cen­tra­tion of af­flu­ent con­sumers.

The news­pa­per tablet au­di­ence over in­dexes in terms of earn­ing $80,000 or more by 98 per cent,

and the mo­bile au­di­ence over in­dexes by 82 per cent com­pared with the gen­eral pop­u­la­tion. Pub­lish­ers’ web (31%) and print (5%) au­di­ences also out-per­form the pop­u­la­tion av­er­age.

High-earn­ing con­sumers look to news­pa­per me­dia for pre­mium con­tent and ex­pe­ri­ences and to stay con­nected – and this pro­vides the per­fect plat­form for ad­ver­tis­ers to de­liver a pow­er­ful brand mes­sage to a lu­cra­tive au­di­ence.

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