Emma turns one, revealing YOY data for the first time

Sarah Homewood
By Sarah Homewood | 11 August 2014

The Northern Territory News has emerged as Australia's fastest growing mashead with the first ever year-on-year readership comparisons released by Emma (Enhanced Media Metrics Australia) revealing it has jumped by 55.6% on a diet of crocs, sharks and outrageous tabloid storys that put its big city rivals in the shade.

So successful has the NT News' push been that its total audience is more than double the population of its home city, Darwin.

As Emma celebrated its first birthday it revealed year-on-year comparisons for the first time for newspapers and magazines.

Coming out on top of newspaper total audience is the Fairfax owned Sydney Morning Herald, with an audience across print and digital of 5.4 million and the masthead experiencing a total audience increase of 19% YOY.

News Corp's Daily Telegraph came in second with a total audience of 4.36 million, experiencing YOY growth of 8.3%.

Overall total masthead readership (print, desktop, mobile and tablet) is stable, increasing 14.3 million to 14.5 million with digital readership growing 11%, from 9.5 million to 10.7 million.

However, when comparing Emma data from June 2013 to June 2014, print readership YOY is down 4%, from 13.2 million to 12.7 million.

The Newspaper Works CEO, Mark Hollands said: “One year on, Emma has proven that the change in newspaper readership dynamics is real and continuing. Yes, print is in slow decline but not at the rates some would suggest and digital audiences are growing every month.

"We have demonstrated that Emma is a legitimate, robust and accurate audience measurement survey,” he said.

When it comes to magazines, Foxtel Magazine experienced the biggest YOY growth, with the title growing 29.5% with NewsLifeMedia's Donna Hay also experiencing growth, with the title growing 14.8%.

See the numbers for yourself below: 

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