Newspapers have often come under scrutiny for dwindling readerships, however the digital newspaper format is thriving in the new digital world as the former traditional newspaper viewers are now converting over to the online editions. While some publications are losing readers, the same publications are increasing in readers digitally. Due to this confusion in performance, we’re providing you with some key statistics about the publications and their audiences.
Regarding the papers that have lost readers in their traditional newspapers and then regained them digitally, here are some of the examples:
- The Sydney Morning Herald lost 51,000 readers between 2014 and 2015 from their traditional papers, however they gained 101,000 in the same period digitally; almost doubling the lost numbers from print
- The West Australian had lost 7,000 readers in the period of 2014 to 2015, though again dramatically made up numbers digitally with an increase in 20,000 readers. Along with this, there are also several publications that are doing better in both print and digital formats, despite what some are saying
- The Financial Review is one of those, as it picked up 19,000 readers in print and another 70,000 readers digitally in the year 2014 to 2015
- This is the same for the Mercury where they gained 6,000 in print and 15,000 digitally.
- The Australian gained 1,000 readers in print and a further 82,000 readers digitally.
When using newspaper advertising you can potentially reach a great audience depending on your requirements. There are many unique groups that access newspapers on a regular basis as their trusted source of information. The Telegraph, when combining print and digital they have a total reach of 1,881,000. Of the people who read the Telegraph, 49% are male and 51% are female, with an average household income of $96,809.
Whatever your audience, you must understand where and how they are consuming media. To provide you with some insight into the people that are consuming newspapers, here are some statistics surrounding how they consume the papers. Of all daily readers, 45% of them spend a minimum 60 minutes reading the paper. The people that read newspapers earn on average $7,400 more than the Australian average and they will also spend $31,700 on their next car which is $2,500 more than the average car budget. Australian gamblers prefer newspapers to any other medium; as recreational gamblers, TAB punters, and online punters all prefer newspapers for the tips and form guides. In the last 4 weeks, 7 million newspaper readers visited a bottle shop and regular readers spend 6 percent more on beer than non-newspaper readers.
Newspapers play an important role in the buying process, having a great influence on consumers when it comes to information search and the final purchase decision. A recent study by GfK showed that 55% of consumers researched digital and traditional news sources before making a purchase and 1 in 3 visited a store or purchased a product after seeing it in a Fairfax publication. A further 52% of readers stated that Fairfax mastheads inspired them to think of ideas to buy something.
When it comes to newspaper advertising, you should always have information at the ready. The more you know about it, the better your advertisements will be in terms of results and success. Contact 360DMG if you would like tailored information about newspaper advertising.