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Catalogues in demand

catalogueCatalogues continue to expand their reach, with more Australians aged 14 years and over now reading catalogues during an average week than either newspapers (excluding local/community) the latest media data from Roy Morgan Research shows.

Almost 10.5 million Australians read or looked into one or more catalogues during an average week in the year to June 2015, back up to a level not seen since 2012—and the growth looks set to continue.

From more than 11 million in 2011, catalogue readership declined to around 9.5 million Australians in 2013. But catalogue readership rebounded, bucking the continuing downward trend for newspapers.

“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,” Michele Levine – CEO, Roy Morgan Research, said.

“With reach dipping just below half in 2013, catalogues have recovered strongly: 54 per cent of Australians now read at least one during the week.”

At the end of last year, catalogue readership surpassed that for non-community Newspapers, and the gap has continued to widen. Today, catalogues reach more than 600,000 more readers in an average seven day period than these newspapers, and around 4.3 million more than local/community newspapers.

The combined net weekly reach of all newspapers including local and community papers in the year to June 2015 is 12.3 million Australians, down from 14.6 million in the year to June 2012.

Roy Morgan Single Source, July 2010 – June 2015, average annual sample n = 51,280 Australians 14+.


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