Understanding Newspaper Audiences

Andrew Green
Ipsos MediaCT


BACKGROUND: The challenge to newspapers
ESSENTIALS: The Power of Newspaper Advertising
WHERE TO START? Measuring newspaper audiences
FUTURE DEVELOPMENTS: Towards the Perfect Readership Survey
CONCLUSION & CHECKLIST


BACKGROUND: The challenge to newspapers

Measurement and understanding of newspaper audiences is struggling to keep up with changing consumer habits.

A fast-growing number of newspaper readers now get their news from newer digital platforms. In the UK, for example, 22% of the daily readership reported by national newspapers is generated by visitors to the web pages of the publications who do not read a printed edition1. In Australia, where reading on tablets and Smartphones is measured in addition to website visits via computer, some 35% of newspaper readership is generated from digital devices2.