As many Australians now read newsmedia online as in print, according to new EMMA data.

NewsMediaWorks says figures for September show a total of 16.7 million - 90 per cent of the population - reading newsmedia on one or more platforms, with 13 million reading newspapers and 13.2 million using digital platforms.

It claims the "brand safe, premium environment" also allows advertisers to reach 94 per cent of C-suite executives across the country.

National news media was read by 2.4 million (13 per cent of the population); metro newspapers by 10.8 million (58 per cent); regional and community news media brands by 6.7 million people (36 per cent) during September. A total of 3.1 million people (or 17 per cent aged 14+) read regional newspapers, while community newspapers were read by 3.8 million (or 20 per cent aged 14+).

The EMMA data shows that of the 3.1 million regional news media readers, 57 per cent (or 1.76 million) shop at a home improvement store at least every three months, of which 36 per cent are "highly engaged, heavy newspaper readers" and therefore more likely to see relevant ads in this environment.

"News media publishers have recognised for some years the migration to consuming news content on digital devices and pioneered digital news experiences for their readers," says chief executive Peter Miller. "We are now seeing balanced readership between print and digital news brands, but the one constant is that their audiences seek and engage with trusted, quality journalism."

He says that "with some other channels awash with fake news," it is not surprising that consumers rate news media as the most trusted channel for both content and ads, according to a recent AdTrust study by Galaxy Research. "We deliver advertisers large and engaged audiences in the premium, brand safe environment they need."

The Sydney Morning Herald is Australia's highest-reaching title across all platforms with 5.21 million readers. The (Melbourne) Herald Sun followed, reaching 4.44 million readers and the (Sydney) Daily Telegraph on 4.39 million (see table below).