The latest results from Roy Morgan’s Single Survey survey of 50k Australians 14+ shows that online competition from reputable competitors such as The Guardian, the New York Times and ABC News online, as well as less reputable sources, has not hurt readership of traditional Newspaper brands.

Audience Precision allow companies to understand the readership of various segments not only by paper and region, but also their preference for print and online. Companies can then target these audiences based on these granular insights.

Source: Roy Morgan Findings

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Segment Insights

Royally Retired
Market Potential: 893k

• This segment is focused on the 50-65+ age group
• 42% more likely than the average Aussie to have read any newspaper in the last 7 days
• 2x more likely than the general population to agree to the attitude, "I always read the business section of the newspaper".
• 56% more likely than the average Aussie to be an "Older Tech Explorer"
• 2x more likely than the general population to have visited a website because of advertising on Newspapers

Golf Fans
Market Potential: 551k

• This segment is skewed towards males, and are most popular among the 50-65+ age group
• 2.5x more likely than the general population to be a heavy consumer of Newspapers
• 47% of this audience are retired
• 25% more likely than the average Aussie to live in Country Areas
• 35% more likely than the general population to have read any newspaper in the last 7 days