The Enhanced Media Metrics Australia data is run by NewsMediaWorks, whose members include Nine (owner of this masthead), News Corp and Seven West Media, and was relaunched for the October data set to better reflect digital audiences and other previously uncounted readers. These cross-platform figures combine both print readers, online and smart-device audiences.
News Corp’s national title The Australian with 3.36 million and The Courier-Mail with 2.71 million were the fifth and sixth most read mastheads.
Across the country, 17.4 million Australians read news media with 10.3 million consuming both print newspapers and digital news in the month of December, Emma data shows. Print newspapers are read by 12.1 million people, with digital news reaching 15.6 million.
Regional and community titles are read in print by 5.7 million, with metropolitan papers read by 9.8 million. There is some overlap between readers.
The Emma data also found that news media readers on average have personal income that is 35 per cent higher than those who do not consume news, and have a higher household income.
NewsMediaWorks chief executive Peter Miller said in a statement that news media brands have a “commanding position with readers and also advertisers”.
“The quality of our audience and their unwavering commitment to reading the nation’s most trusted media channel for both content and advertising is a compelling proposition for advertisers,” Mr Miller said.