Australia’s largest publisher News Corp has overtaken Facebook in monthly audience reach, new data from the newspaper industry-funded readership metric emmaTM suggests.^
Publisher numbers across the board have risen after a change to the methodology involved the Ipsos-powered readership survey combining with Nielsen’s new aggregated mobile and desktop data, Digital Ratings (Monthly) to deliver a number combining print, desktop and mobile readership. The new methodology now reflects a true total print and digital readership.^
The numbers released suggest News Corp’s various mastheads, including The Courier-Mail, The Australian and Daily Telegraph, reach a combined print and digital audience of 15.965m Australians aged over 14. Compare that to the same survey figures for Facebook whose reach is 14.934m.^
The positioning ahead of global giant Facebook in Australia is testament to News Corp’s powerful brands and unrivalled audience connections.
Further, News Corp’s closest competitor, Fairfax, falls 3 million behind News Corp in total Australian readership.^
In the Careers advertising landscape, the latest figures show our capabilities to access an audience of 15.965m Australians, many of whom could be in the job market. News Corp’s scale of audience and market leading segmentation capabilities via ‘News Connect’ gives the ability to find out more about our readers – demographics, occupation, income and more, allowing advertisers to channel their message to a highly targeted audience.
The media and technology landscape is ever-evolving, with digital now playing a key partner role in combination with print advertising to achieve successful campaign results. Print advertising for recruitment plays a critical role in creating awareness and driving readers to digital platforms for more information about the role and organisation.
Organisations who only advertise on digital platforms, run the risk of missing out on a substantial part of the market that is found in print.
For example, during a four week period*:
- 81,000 Senior Executives read The Australian newspaper (M-Sat) and didn’t access Seek;
- 40,000 Senior Executives read The Courier-Mail/The Sunday Mail and didn’t log on to Seek;
- 45,000 Senior Executives* read The Australian newspaper (M-Sat) and didn’t use LinkedIn;
- 28,000 read The Courier-Mail/The Sunday Mail and did not access the LinkedIn network.
Overall, it’s the advertisers who are casting a wide net - using a combination of both print and digital - who will ensure the best candidate is found, and with the latest emmaTM insights figure of 15.965m Australians^, no one comes close to the reach and engagement that News Corp has in Australia.
Source: ^Mumbrella, 14th April 2016;. *emmaTM conducted by Ipsos MediaCT, 12 months ending February 2016, Nielsen Digital Ratings (Monthly) February 2016, All people 14+.
For more information, we invite you to contact Steve Earley.