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How Australian news publishers are future-proofing for younger audiences
Published CMO.com.au
The Australian news media industry is thriving. Readership is up with Total News commanding a whopping audience of 20.5 million Australians over the age of 14 as Australian news brands continue to drive the national agenda.
The focus is now switching to the audiences of tomorrow to ensure they can engage with news in ways that suit their lifestyle.
Readership data shows nine in 10 under 40s engage with news every month. Of that, 97 per cent of 25-to-39-year-olds are reading news and 91 per cent of 14-to-24-year-olds engage with news on a monthly basis.
Tory Maguire, Executive Editor of The Sydney Morning Herald and The Age, recognises the potential of tapping into this audience. For Nine, this means finding ways to repackage the journalism the brands are already producing. This sees The Age and The Sydney Morning Herald breaking news into bite sized pieces for social platforms and investing in the off-platform extensions of these great mastheads.
News Corp has taken a different approach with the launch of The Oz. The publication describes itself as “a news environment for younger Australians that assesses all angles, has difficult conversations and stays curious, while sharing The Australian’s fearless journalism and news values”.
Over in the west, The West Australian is future proofing with a heavy adoption of live streaming that drove massive audiences for the platform during Covid. From streamed press conferences to working with partners to live stream cultural events, these innovations are proof that Australia’s news media has moved well beyond the printed newspaper.
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Produced by Roy Morgan, the latest figures show Total News continuing to retain its broad reach across the country, with 20.8 million Australians aged 14+ years consuming news in any given month.
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Produced by Roy Morgan, the latest Total News readership figures refer to the 12 months to June 2023 and represent news readership across print and digital formats. The latest figures show Total News continuing to retain its broad reach across the country, with 96% of Australians aged 14+ years consuming news in any given month.
Produced by Roy Morgan, the latest Total News readership figures refer to the 12 months to June 2023 and represent news readership across print and digital formats. The latest figures show Total News continuing to retain its broad reach across the country, with 96% of Australians aged 14+ years consuming news in any given month.
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Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.
Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.
Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.
Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.