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Media Monday: Mobile newspaper readership increases, real estate sites reach record highs, cinema boosts brand sentiment


Media Monday: Mobile newspaper readership increases, real estate sites reach record highs, cinema boosts brand sentiment


In Australian media news this week, the latest EMMA data shows mobile newspaper readership is up 14% year-on-year, Real Estate websites reach all-time audience highs, Val Morgan research shows cinema boosts positive brand sentiment by 42%, The Newspaper Works launches its largest-ever newspaper campaign, and Mi9 launches three new Ninemsn Lifestyle websites: Honey, Coach and Pickle.  


Mobile newspaper readership up 14% year-on-year

Newspaper readership on mobile has increased 14% year-on-year to 3 million users per month, making it the fastest-growing platform, according to the latest data from EMMA (Enhanced Media Metrics Australia).

The data, for the 12 months to February 2015, shows tablet audiences have increased 9% to 3.1 million readers, while print readership has declined by 2% to 14.2 million readers.

Total newspaper readership rose by 2% to 16 million.

The Newspaper Works CEO Mark Hollands says:

“More than three quarters of our population now own a smartphone, which has doubled in the last four years, according to the Telstra Smartphone and Tablet Index.

“People are checking their smartphones up to 150 times a day and this is where newspapers play a vital role, with readers turning to trusted sources for breaking news and information on the go, wherever they are.”

Top ten newspapers by readership, weekdays

Monday to Friday average [000s]

  1. Herald Sun: 1,383.6,
  2. Daily Telegraph: 1,049.0,
  3. Sydney Morning Herald: 720.6,
  4. Courier-Mail: 689.4,
  5. The Age: 630.5,
  6. West Australian: 622.1,
  7. The Australian: 498.5,
  8. Adelaide Advertiser: 462.6,
  9. Financial Review: 294.2, and
  10. mX – NSW: 254.6.

Top ten newspapers by readership, weekends [000s]

  1. Sunday Telegraph: 1,226.7,
  2. Herald Sun (Sat): 1,139.5,
  3. Sunday Herald Sun: 1,107.0,
  4. Sunday Mail (QLD): 895.6, and
  5. Daily Telegraph (Sat): 809.7.
  6. Sydney Morning Herald (Sat): 807.9,
  7. Sun-Herald: 734.1,
  8. Courier-Mail (Sat): 676.0,
  9. Weekend West: 651.4, and
  10. Weekend Australian: 648.1.


Real estate websites reach all-time audience highs

Real estate websites realestate.com.au and Domain have both recorded all-time highs for unique audience, according to Nielsen Online Ratings March 2015.

Realestate.com.au’s unique audience figure for March reached more than 4 million for the first time, a 15% increase from February and an increase of 656,000 compared to March 2014.

Domain’s unique audience in March was 2,460,000, a 38% increase on its February figure and an increase of 966,000 compared to March 2014.

OnTheHouse.com.au also increased, 58% from 528,000 to 832,000.

Hotels and hotel booking sites also experienced growth in March, with a 14% increase year-on-year to a category unique audience of 4,561,000 people. Noteable figures include:

  • Trivago: 57% audience lift compared to February, and 241% increase since March 2014,
  • Airbnb: 51% increase in unique audience,
  • Agoda: 39% increase, and
  • Hotels.com: 30% increase.


Cinema boosts positive sentiment by 42%

Adding cinema to the marketing mix delivers a 42% uplift in positive brand sentiment, according to Val Morgan’s Power of Cinema research series findings.

The results form part of an extensive, first-of-its-kind study with Brandscience, into cinema’s role in screen strategy alongside complementary media channels.

The study has also shown cinema improves brand consideration by 40%, increases top-of-mind awareness by 156% and increases main message cut-through by 66%.

Brandscience interviewed 1200 people across metro Australia.


The Newspaper Works launches largest-ever newspaper campaign

Australia’s four largest newspaper publishers have launched their largest ever marketing campaign, ‘Influential by nature’ with industry body The Newspaper Works.

The print and digital campaign, created by The Hallway for APN News & Media, Fairfax Media, News Corp Australia and West Australian Newspapers (Seven West Media), demonstrates real examples showing how newspaper campaigns have helped advertisers and the community.

The first execution shows how a compelling and consistent newspaper media campaign aimed at reducing the incidence of alcohol-fuelled violence on Sydney’s streets resulted in a 40% reduction in violent assaults.

influential by nature print ad 540


Mi9 launches Ninemsn Lifestyle new websites

Mi9 has launched three new websites focused on the lifestyle market:

  • Honey: is a boutique digital style destination for women focusing on fashion and beauty, publishing style how-tos and advice. It will also soon offer shopping functionality. Honey will be the official digital media partner of IMG’s Mercedez-Benz Fashion Week.
  • Coach: is a health and fitness website targeted to women, providing tools, news and advice focusing on positive, motivational content, and
  • Pickle: is a viral news site that covers trending topics on social media and offbeat original features. Mi9 says, “Unlike other aggregation sites, Ninemsn Pickle mixes quirky viral content with stories that have meat on their bones”.

Honey website screenshot




Michelle Herbison

Assistant editor, Marketing Magazine.

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