Roy Morgan finally reveals readership of newspaper sections
Roy Morgan Research has launched its long awaited data on readership habits for individual newspaper sections.
The company now offers information on what consumers say about their usage of 22 separate types of content within newspapers including news, sport, and business.
There are two main metrics around newspaper consumption – audited copy sales, which are measured by the Audit Bureau of Circulations, and readership which attempts to estimate the total number of people who read a newspaper.
Newspaper readership research is becoming increasingly competitive after years of being dominated by Roy Morgan.
“Increasibly???”
Even by my standards, that’s a good one – now sorted, ta…
Cheers,
Tim – Mumbrella
Stereotypes – why are they so accurate every time??
“Sport is the most male-centric section while fashion & beauty is the most female skewed.”
According to the chart, Sport is only the 6th most skewed towards men, Cars and Motoring.
I’m actually not trying to be a smart arse, I’m genuinely wondering if I’m reading the chart correctly or the right way, as I do find it interesting that Sports isn’t even in the top 5 male category, (more female sports fans than I realised?)
Sorry Bucks, there may be several parts of the presentation coming together here to give that impression.
Outside of the dominant “News” section, Sport is indeed the most read amongst men across all papers (excluding AFR). For women, it is Letters (M-F) and Holidays and Travel for both Saturday and Sunday.
In terms of skew (proportion of readers), it is as the chart says, cars and motoring for men and Fashion and Beauty for women…perhaps some of the more predictable findings.