In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.
This is certainly the case with news. Although it is carried across a multitude of media channels in a range of formats, the mission of news remains the same – to inform people of relevant events through trusted content from Australian journalists.
While news consumption is now device and format agnostic, the engagement news generates with audiences remains strong. This evolution has given rise to the concept of Total News which defines news as being based on the content rather than the format, platform, or technology.
The latest Roy Morgan readership figures show ongoing strong engagement with Total News with readership increasing in all states, up 0.9% overall, to now reach 97% of the adult population. The data also shows that news has solid reach across all demographics, including younger audiences.
According to Vanessa Lyons, General Manager at ThinkNewsBrands, Total News presents an opportunity for advertisers to reach a large and engaged audience, as it continues to generate lean-in moments.
“The way consumers behave with news, regardless of whether it is in print, in digital, or TV, creates emotional connection and engagement. For advertisers this opens up strong opportunities that they can be leveraging,” Lyons says.