The crowd-puller


Print is still the pre­ferred for­mat even though dig­i­tal read­er­ship is grow­ing rapidly. For an ad­ver­tiser want­ing to build reach quickly, a print-based cam­paign re­mains the most ef­fec­tive choice.

A cam­paign us­ing na­tional and met­ro­pol­i­tan edi­tions reaches 10.5 mil­lion Aus­tralians each week – that’s 60 per cent of the pop­u­la­tion.

Reach ef­fi­ciency varies in terms of spe­cific de­mo­graph­ics. The ma­jor ti­tles are read weekly by 74 per­cent of over 55s. They are the most re­luc­tant dig­i­tal de­mo­graphic but still, 337,000 aged 55+ will con­sume jour­nal­ism on a de­vice. Even in this de­mo­graphic, mobiles and tablets add another two points of reach.

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