Roy Morgan survey claims more Australians read catalogues than newspapers last year
More Australians are reading catalogues during an average week then newspapers, a Roy Morgan survey has claimed.
According to the latest media data from the research company, almost 10.5m Australians read or looked into one or more catalogues during an average week in the year to June 2015.
Source: Roy Morgan Single Source, July 2010 – June 2015, average annual sample n = 51,280 Australians 14+.
Mark Hollands CEO of the NewspaperWorks has fiercely rejected the research, telling Mumbrella: “I don’t see the relevance of the comparison.”
“Catalogues are a below-the-line advertising vehicle and newspapers are a media with entirely different engagement of readers across print and digital. The catalogue folks know this, too,” he said.
“Which is why so many catalogues and leaflets are inserted into newspapers.”
Roy Morgan claims at the end of last year catalogue readership surpassed that for non-community newspapers, with catalogues today reaching over 600,000 more readers in an average week then newspapers.
Michele Levine, Roy Morgan Research CEO, said in a statement: “If the recent upward trend for catalogues continues, their weekly reach is heading towards the combined reach of all newspapers, including local and community papers.
“With reach dipping just below half in 2013, catalogues have recovered strongly: 54% of Australians now read at least one during the week.”
According to the research, the combined net weekly reach of all newspapers, including local and community papers, in the year ended in June is 12.3m, down from 14.6m in the year to June 2012.
However The NewspaperWorks boss Hollands claimed most people were seeing catalogues because they were inserted into newspapers.
“Emma data will tell you 5.3 million Australians say the last catalogue/leafl
Roy Morgan’s readership survey is a fierce competitor with the newspaper’s industry Readershipwork’s EMMA readership survey which was launched in two years ago but which has struggled to achieve industry wide take up as the print currency against Morgan.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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This headline is totally misleading.
The chart shows that if you combine both newspaper categories (non-community and community) then the readership of newspapers is miles ahead of catalogues. And then you add in the digital masthead readership which is doubles it …..
What agenda is being served by misrepresenting the data in this way?
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The Aldi catalogue is better written and has more news than the Tele – these results do not surprise
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Very suspicious, must be a clandestine plot against newspapers under attack by catalogues…watch out for catalogue inserted newspapers. They are the new black.
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MediaScope (which is me I guess) has been keeping a timeline titled ‘All About EMMA & Roy’.
The timeline highlights all industry commentary & articles since 2013 when the publisher funded EMMA newspaper & magazine readership survey entered our market ousting the long standing incumbent, Roy Morgan.
Take a look –> http://www.mediascope.com.au/p.....roy-morgan
Interesting…
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@Err – speaking of misrepresenting data… you wouldn’t just add the numbers together, there would be duplication.
Also, adding digital masthead readership is adding something completely different into the mix. It’s not how advertising is bought.
That steep descent is looking worse every quarter.
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@Birdman. Nowhere did I suggest ‘just add the numbers together’ – I’m no research guru, but talk about stating the bleedin’ obvious.
The point remains that two types of newspaper categories have been deliberately separated in the data, which combined would be greater than catalogue readership. Hence the headline “more Australians read catalogues than newspapers” is clearly an overclaim.
Frankly, I don’t give many of the proverbial flyings as it’s not going to change much in my world, but it’s either very poor journalism, mischievous click-baiting or both.
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Sorry, but do you “read” a catalogue then?
Most people I’ve observed interacting with them tend to flick through looking at prices and offers versus actually stopping to read content as you might in a magazine or newspaper.
A bit like how people use the web really…
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“Reading” a catalogue is the consumer giving his or her full attention in that moment to the promotion / advertisement. Unlike other mediums where ads distract you from the content you are “Reading,” watching or listening.
Completely agree though that Mumbrella took the article heading out of context to get some additional clicks… which is probably how Mumbrella’s would like Miranda Ward to write in order for us to “read!”
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Very similar headline on the ABC site (bar the word ‘metro’) – where you can also listen to an interview with Roy Morgan’s CEO Michele Levine where her interview supports the headline (albeit with some more detail about digital users for newspaper mastheads) – https://soundcloud.com/612abcbrisbane/steve-austin-australians-now-reading-shopping-catalogues-more-than-metro-newspapers#t=0:00
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