June 08, 2011

Sectional Readership Introduction – Michele Levine, CEO, Roy Morgan Research

Topic: Special Poll
Finding No: 4673

The readership of sections within newspapers have long been a hot topic among advertisers, agencies and publishers but a comprehensive, independent measure has not been available in Australia, until now.

 In an Australian first, Roy Morgan Research has launched two new measures of newspaper sectional reading and engagement:

1. Sectional Reading (topic by masthead)

2. Sectional Reader Engagement

Discover the answers to many questions that have remained unanswered for decades, including:

  • How many people are actually reading Sport in the Sydney Morning Herald or the Herald Sun in Melbourne?
  • Who is reading Fashion and Beauty, Holidays and Travel or Cars and Motoring?
  • In which section is my target market most engaged?
  • How do newspaper sections compare with other media options?
  • Where are the hidden opportunities?

View the four videos of the Launch Presentation for an in-depth understanding of how these new metrics will give you an enhanced understanding of the behaviours of newspaper readers.

Video 1: Michele Levine, CEO of Roy Morgan Research gives a brief introduction of how newspapers can now take their rightful place in an integrated campaign.

Video 2: Michele Levine, CEO of Roy Morgan Research introduces Sectional Readership for the first time in Australia.

Video 3: William Burlace, Director of Media Services outlines the new Sectional Readership measurement metrics.

Video 4: George Pesutto, Director of Media and Publishers, with practical examples demonstrates what this means for publishers and advertisers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size Percentage Estimate
40% – 60% 25% or 75% 10% or 90% 5% or 95%
1,000 ±3.0 ±2.7 ±1.9 ±1.3
5,000 ±1.4 ±1.2 ±0.8 ±0.6
7,500 ±1.1 ±1.0 ±0.7 ±0.5
10,000 ±1.0 ±0.9 ±0.6 ±0.4
20,000 ±0.7 ±0.6 ±0.4 ±0.3
50,000 ±0.4 ±0.4 ±0.3 ±0.2

Related Findings

Back to top
Back To Top Arrow