Jasmin Maycock and Alex Winter, both 5 and in prep at Depot Hill State School, find lots of interest in old editions of The Morning Bulletin that were found in the school’s storage area.
Jasmin Maycock and Alex Winter, both 5 and in prep at Depot Hill State School, find lots of interest in old editions of The Morning Bulletin that were found in the school’s storage area. Sharyn Oneill

Regional newspaper audience numbers are strong

INK on your fingers and the daily news with breakfast will be a part of life in regional Australia for many years to come.

That's the good news we're getting straight from our readers.

Figures released this month by Enhanced Media Metrics Australia (emma) show print media - especially in a regional setting - is alive and well. In fact, it is thriving and looking to a bright future.

A total of 75% of regional Australian residents have read a newspaper in the past week.

For APN Australian Regional Media (APN-ARM), the Sunshine Coast Daily's parent company, 77% of people living within the company's footprint picked up a paper last week.

Encouragingly, 76% of APN-ARM readers believe local newspapers will continue being important into the future.

APN-ARM reaches 1.3million people across its network every week.

APN-ARM chief executive Neil Monaghan said that number alone spelled good news for regional newspapers, their audiences and clients.

"It demonstrates that strong local content, produced by local teams continues to attract a strong audience," he said.

The new audience and readership metrics represent a new dawn for newspaper consumption analysis. For companies such as APN-ARM, it is a truer indication of total product audience across all platforms.

APN-ARM Insights manager, Meagan Quinlivan said emma was designed to be a dynamic and fluid metric, with the ability to quickly adapt to the industry's fast pace of change and transition.

"It is a completely new way of measuring newspaper readership and audience," she said.

"The encouraging news for newspapers and magazines - certainly for APN-ARM - is that we will have the ability to measure consumption across all print and online platforms."

Ms Quinlivan also said APN-ARM's regional disposition meant there were certain specific and bespoke factors which needed to be accounted for in this initial results release, following the transition from the previous measurement.

THE FACTS

77% of residents have read a newspaper in the past week

APN-ARM reaches more than 1.3million unique audience members each week

73% of readers agree local newspapers are their main source of information about what is going on in their areas

76% of readers believe local newspapers will be important in the future

68% of readers would miss their local newspaper if it wasn't available

81% of readers agree they try to shop locally

Source: emma, conducted by Ipsos MediaCT, People aged 14+ in APN-ARM Regions, Period ending October 2013 APN-ARM monthly aggregate audience figure, as developed with Nielsen November 2012. More at www.apnarm.com.au/audience

More information also at www.emma.com.au


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