The Age has cemented its lead as Melbourne’s most-read news brand, with a cross-platform readership of more than 6 million as the masthead consolidates its audience surge through the pandemic.
Roy Morgan Total News readership figures released on Monday show The Age had a Total News readership of 6.014 million across print and digital in the 12 months to September 2021.
The Age’s overall Total News readership showed continued growth. It is the second-most read print and digital masthead in Australia after The Sydney Morning Herald. The Age now attracts over one million more readers than the Herald Sun.
The figures are the second release from Roy Morgan for ThinkNewsBrands after the industry dropped the Enhanced Media Metrics Australia survey earlier this year.
The figures show the total digital and print readership of The Age has held on to the massive audience surge it registered in the 2020 lockdown of Melbourne.
“We appreciate the trust Victorians have placed in The Age for reliable, fair and accurate journalism during what has been a challenging year,” said Gay Alcorn, editor of The Age.
“With so much noise and heat in journalism, The Age stands for principles that Victorians clearly value – journalism that seeks the truth and that publishes a diversity of views about the complex challenges of our times.”
Saturday print readership slipped 2 per cent in the quarter but rose 5 per cent over the year. The Sunday Age print edition has seen a 13 per cent increase year-on-year and the newspaper is read by 435,000 people every Sunday.
Monday to Friday readership in print was flat in the September quarter and fell 19 per cent compared to the same time the previous year. In a statement, Nine Entertainment, the owner of The Age, said that “we continue to work with the researchers to ensure that digital and print figures, and sampling, is as accurate as possible”.
Across The Age and The Sydney Morning Herald, Saturday’s Good Weekend was Australia’s most-read inserted magazine, attracting an average issue print readership of 808,000, up 5 per cent quarter-on-quarter.
Sunday Life has seen year-on-year growth of 13 per cent, with an average issue print readership of 510,000, while Domain has seen quarter-on-quarter growth of 8% with a print readership of 496,000.
The figures show Nine’s metropolitan mastheads and digital platforms had an unduplicated audience of 12.581 million.
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