Readership Works reports news brands sustain increased readership

• Nine’s Sydney Morning Herald and The Age have the biggest cross-platform readership audiences.

Latest emma figures show 18.1 million Australians – 95% of the population – regularly engage with news brands.

The latest release of emma (Enhanced Media Metrics Australia) for the 12 months to September 30, 2020 shows an 11% increase in readership for digital news websites and a 3% cross-platform increase against the same period a year prior.

Overall, Australian news brands have delivered readership of 18.1 million, reaching 95% of the population 14+. Across measured digital platforms, news brands reached 17.1 million Australians representing 90% of the population aged 14+. Print reach was 11 million, 58% of Australians.

The Readership Works general manager Mal Dale said: “During a time of upheaval and uncertainty, news brands have demonstrated great durability. A growing number of Australians are engaging with both print and digital news media, testifying to the premium they place on news brands and the trusted content they deliver.”

Nine’s Sydney Morning Herald and The Age have the biggest cross-platform readership audiences.

News Corp’s biggest brands are The Australian, The Daily Telegraph and the Herald Sun, with all having a cross platform readership over 4m.

The Australian’s editor-in-chief, Christopher Dore (pictured), said the growth in both digital and print audience was linked to the high quality of The Australian’s journalism, and reinforced the masthead’s status as the most-trusted source of news.

“It has been an astonishing year, and now more than ever readers are turning to outlets they can trust, and at The Australian they know they will get reliable, accurate news journalism untainted by bias, and world-class analysis and opinion,” Dore said. “Readers are also discovering the breadth of our journalism – not only do we present politics and business like no other, but we have the best arts and sports writers in the country.”

Daily Telegraph Ben English put the results down to the paper’s commitment to high quality journalism at a time when news has never been more important.

“I want to thank our readers for rewarding our team’s hard work and dedication during such an extraordinary time for journalism,” English said.

“These results are a testament to the dedication and relentless energy of our reporters and photographers to deliver the news, views and insights readers crave.”

Herald Sun editor Sam Weir said: “I am proud so many Victorians have turned to our trusted and respected journalism during one of the most challenging periods in all of our lifetimes.

“Our newsroom has worked 24/7 to inform our state, ask the essential questions and uncover the truth behind the disastrous second wave, and also inspire readers and help lead Victoria’s economic recovery.”

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