Debbie helps drive big spike in readers

PEOPLE COME TO TRUSTED BRANDS LIKE THE TOWNSVILLE BULLETIN WHEN IMPORTANT THINGS HAPPEN ... THEY ALSO COME FOR SPORT AND LIFESTYLE INFORMATION HEATHER WHITE

THE Townsville Bulletin has recorded a 25 per cent increase in its total audience for the year to March, almost entirely through growth in online readership with Cyclone Debbie causing a spike in traffic, according to a survey.

The Enhanced Media Metrics Australia survey compiled by Ipsos found total audience numbers for the Bulletin grew to 306,000 in the year to March, up from 244,000 in the previous corresponding year.

The figures include both print and online readership, although online figures are based on the latest monthly digital data.

News Corp senior audience manager Heather White said that for this reason it was likely Tropical Cyclone Debbie drove huge media interest and online traffic.

“I think the increase in the platform audience has come on the back of Cyclone Debbie,” Ms White said.

“People come to trusted brands like the Townsville Bulletin when important things happen.”

But Ms White said the survey also showed big increases in print readership for the Bull- etin’s weekend sections of Sport and Townsville Eye.

She said year- on- year readership of the Townsville Eye magazine was up 25.6 per cent and for weekend Sport it was up 20 per cent.

“People come to us for news but they also come to us for sport and lifestyle information,” Ms White said.

The survey showed the Townsville Bulletin’s print readership overall had declined slightly in line with current trends, while online readership was soaring.

Ms White said that as more and more people went online for information they were migrating to established brands like the Townsville Bulletin.

“As the audience migrates, they are coming with us,” Ms White said. She said the Townsville Bulletin also showed incredible penetration with Average Issue Readership of 82,000 Monday to Friday and 80,000 on Saturdays.

“Of all the regional newspapers, the Townsville Bulletin has the highest penetration into its market,” Ms White said.

The news media industry accredited readership survey is conducted by Ipsos and is called “emma” ( Enhanced Media Metrics Australia).

Ipsos surveys more than 40,000 people aged 14 and over per year. The survey is done via telephone using random digit dialling on both fixed line and mobiles.