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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.


Trending Media Release
27th Nov

Latest readership figures reveal 20.8 million Australians read Total News, with broad multi-category engagement.

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.

Latest readership figures reveal 20.8 million Australians read Total News, with broad multi-category engagement.

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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12th Oct

Audience reach, ‘shareability’ get a makeover as new media study mythbusts consumption
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CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement

Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement

Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

Trending Media Release
21st Aug

Total News readership: 96 per cent of Australians remain engaged with news

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.

Total News readership: 96 per cent of Australians remain engaged with news

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.

Trending News
14th Aug

You’re probably not spending enough on one media solution: Here’s why.

New research shows us there is an underleveraged media solution that can deliver against both top and bottom-of-funnel objectives. The question Vanessa Lyons is asking is: Are you harnessing it enough?

You’re probably not spending enough on one media solution: Here’s why.

New research shows us there is an underleveraged media solution that can deliver against both top and bottom-of-funnel objectives. The question Vanessa Lyons is asking is: Are you harnessing it enough?

Trending News
25th Jul

How news builds bottom-of-funnel bang for buck

Research shows brands can 4X the ROI on their marketing investment and deliver double digit growth on customer acquisition and conversion through investment in Total News as the platform to access highly engaged, ‘ready to buy’ customers. Vanessa Lyons delves into the latest research revealing the power of news as a bottom-of-funnel driver.

How news builds bottom-of-funnel bang for buck

Research shows brands can 4X the ROI on their marketing investment and deliver double digit growth on customer acquisition and conversion through investment in Total News as the platform to access highly engaged, ‘ready to buy’ customers. Vanessa Lyons delves into the latest research revealing the power of news as a bottom-of-funnel driver.

Trending News
20th Jun

GroupM ‘responsible journalism’ push to increase ad budgets for news sites via private marketplace.

ThinkNewsBrands executive GM Vanessa Lyons called GroupM’s initiative “a beacon” for industry – most categories and brands, she said, should upweight their budgets fourfold in “Total News”, irrespective of their ESG agendas, citing ROI econometric modelling.

GroupM ‘responsible journalism’ push to increase ad budgets for news sites via private marketplace.

ThinkNewsBrands executive GM Vanessa Lyons called GroupM’s initiative “a beacon” for industry – most categories and brands, she said, should upweight their budgets fourfold in “Total News”, irrespective of their ESG agendas, citing ROI econometric modelling.

Trending News
13th Jun

Total News: Mighty power for mighty sales

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.

Total News: Mighty power for mighty sales

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.

Trending News
25th May

A new kind of 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.

A new kind of 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.