From the AUSTRALIAN NEWSPAPER HISTORY GROUP NEWSLETTER No 65 December 2011:
MASTHEAD READERSHIP: PRINT AND ONLINE COMBINED
Roy Morgan Research has released a new readership metric for newspapers, combining print and website audiences into one "masthead readership" number to meet demands from the publishers for data that quantifies their total reach (Australian, Media section, 14 November 2011, p.25). According to the latest Roy Morgan Single Source data (July 2010-June 2011), Melbourne's Herald Sun has the highest net masthead readership in Australia: nearly 2.7 million. This is 258,000 more readers than the Sydney Morning Herald (with a masthead readership of nearly 2.4 million), which is just ahead of Sydney's Daily Telegraph (with a masthead readership greater than 2.3m). Brisbane's Courier Mail ranks fourth with a masthead readership of over 1.84m, placing the Brisbane title just ahead of Melbourne's Age with its masthead readership of nearly 1.78m. Seventy-one per cent of the Australian's masthead readership read the printed version; the website, theaustralian.com.au, has a readership of 619,000 readers, which is more than 4.6 times the readership of national rival, the Australian Financial Review's website, afr.com. The Australian Financial Review's masthead readership appears to owe more to its printed version of the newspaper than its website. Eighty-two per cent of the Australian Financial Review's masthead readership read the printed version of this newspaper, but only 30,000 readers (or 5pc of its total masthead readership) read both the printed version and the website. Perhaps there is a connection between the existence of a paywall on afr.com, and that this newspaper brand has the lowest duplication of readers between its printed version and website. With a readership of 1,115,000, smh.com.au has the highest readership of all the Australian metro daily newspaper websites.
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