News publishing now reaches 21.8 million Australians aged 14+ each month and 18.4 million every week, according to readership figures from Roy Morgan.
Nearly all (93%) respondents read up to five news brands every month, with General News leading as the most read category at 93% of the population.
Nearly two thirds (63%) engage with at least three categories in any given month and 51% engage with four or more.
Audience profiles show news readers are 1.4 times more likely to be early adopters in categories like sporting equipment, apparel, appliances, weight management and accommodation.
Australians shopping for their next premium car trust news publishing environments more than any other major media and are 1.3 times more likely to rely on news publishing to guide their purchase decision.
For travel enthusiasts, news publishing is the most trusted information source, engaging them across travel and other interest categories.
ThinkNewsBrands CEO, Vanessa Lyons, said this quarter’s readership update confirms that Total News Publishing is a reliable way for advertisers to reach virtually any audience.
“Audiences aren’t just browsing or scrolling; they’re deeply engaged with multiple news brands and categories, giving advertisers direct access to their interests and passions," she said.
“With ROI more critical than ever, news publishing delivers high-value, ready-to-buy audiences, including early adopters crucial for campaign success.”
Total News Publishing is defined as Australians aged 14+ reading news in print and/or news in digital formats, including websites, apps as well as Apple and Google News. Total News Publishing audience measurement is independently audited by Milton Data.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.