Australian regional newspapers are claiming improved readership following publication of the latest EMMA figures.
The Enhanced Media Metrics Australia data shows a six per cent lift for the Geelong Advertiser, while the Illawarra Mercury has grown four per cent. The September election is credited with a spike in reader retention for the Canberra Times.
Regional newspapers have been included in the monthly data since June. The Newspaper Works chief executive Mark Hollands says continuing growth in total audience numbers provided reason for industry optimism for the year ahead.
“The rebound in retail, and the strong relationship between that sector and newspaper media, should prove a highlight for 2014,” he says.
EMMA data showed newspaper readers were bigger spenders than non-readers. “They spend 28 per cent more on furniture and homewares, and 21 per cent more on electronics. And 48 per cent of them have shopped online in the last four weeks.
“In 2014, advertisers and agencies should be capitalising on these and other strengths of newspaper media.”
The trend for print audiences is down slightly on weekdays, slipping 0.7 per cent over five months. It was stable in November compared to October, and the overall readership continues to be bolstered by growth in digital numbers.
“Overall we are seeing only the slightest negative movements with print audiences, aligning to circulation and copy sale trends, as digital audiences continue to climb,” says Hollands.
The monthly report contains 12-month rolling data with cross-platform audience figures, readership of all titles, comprehensive consumer profiles and product data, plus fused Nielsen Online Ratings data.