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12.6 million Australians reading print magazines

Friday, 10 November 2017
By Jake Nelson

A report from Roy Morgan Research has revealed that almost 63 percent of Australians aged 14 and over read print magazines, with more than three quarters of the population reading magazines in print or online.

Michele Levine, Roy Morgan.

The Roy Morgan Australian Magazine Readership report for the 12 months to September 2017 revealed that a total of 12,577,000 Australians aged 14 and up, or 62.9 per cent, read printed magazines, with food and entertainment being the most popular category. This figure increases to to 15,005,000 Australians 14 and older, or 77.8 per cent, when online reading, either through a website or an app, is factored in. “Analysing Australia’s most widely read magazines shows six of Australia’s top 15 magazines increased their print readership over the past 12 months, led by the two most widely read magazines: Coles Magazine and Fresh,” said Michele Levine, CEO of Roy Morgan Research.

Specialist magazines such as fashion and automotive have increased their readership, and Levine said other magazines would be wise to follow their lead. “The strong performance of magazines that cater to audiences interested in specific areas provides an example for other magazines dealing with stagnating readership and struggling to implement a successful cross-platform strategy to grow their digital audiences,” she said.

Kellie Northwood

Kellie Northwood, CEO of the Australian Catalogue Association, says results like these over the past 12 to 18 months consistently show that readership across print media is strong. “Print has a wide reach over all audience and customer demographics, and of particular interest is that millennials are one of the largest gross sectors subscribing to magazines,” she said.

Northwood recently returned from the UK, where she noted an increase in content-focused customer magazine publication. “A common sight throughout the UK and Europe is brands producing free magazines with very rich content and handing them out at tube stations, coffee shops and the like.

“The benefit to the printing industry is that we’re seeing both young and old generations engaging with print in a meaningful way, because the tactility of print creates an emotional trigger,” she said.

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