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Fake News?

The Australian newspaper today claimed 1,803,000 print readers of their Monday to Friday newspaper – fake news? Roy Morgan average issue readership of The Australian (Monday to Friday) is 291,000 (down 12,000 in a year) and The Weekend Australian 547,000 (down 38,000 in a year).
The Australian newspaper today claimed 1,803,000 print readers of their Monday to Friday newspaper – fake news? Roy Morgan average issue readership of The Australian (Monday to Friday) is 291,000 (down 12,000 in a year) and The Weekend Australian 547,000 (down 38,000 in a year).1

The Australian also reported a year-on-year increase of 800,000 online readers to 1,892,000 an 80% increase. 2

Unfortunately News Corporation does NOT subscribe to any Roy Morgan data which is Australia’s only independent source of all media measurement - Roy Morgan media audience estimates have been the measurement  ‘currency’ for nearly 50 years history.

Many have been critical of audience claims by Facebook, Google, etc. It is important that all audience information used by media in Australia to sell marketers advertising space is accurate. News Corp should only use and support accurate media measurement data! A correction in tomorrow’s The Australian is not enough.

Roy Morgan Newspaper Readership figures, 12 months to September 2019.

Roy Morgan Newspaper Cross-Platform Audience figures, 12 months to September 2019.



[1] Roy Morgan reports net readership in an average 7 days for print and net website visitation and app usage in an average 7 days for digital. The Roy Morgan Cross-Platform audience is 7 days net. The Emma figures use a broad and misleading 4 week net figure which inflates audience numbers by lengthening the period of measurement substantially.
Following this logic one could lengthen the period of measurement to 12 months to achieve a higher net figure that would have even less meaning for the day-to-day business of publishers.
[2] The Roy Morgan digital audience of The Australian (website visitation and app usage in an average 7 days) is slightly down year-on-year to 1,812,000 (down 91,000 in a year)

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