Australian Elite Readership Survey Launches

Australia's Roy Morgan Research has launched a new survey to measure what the country's top 1% is reading. Results from these high-earning senior executives and directors show high levels of newspaper readership, even among heavy web users.

The Roy Morgan 'Top 1%' Readership Survey measures people working in one of six occupation groups (Chairman/MD, Other Director, Owner/Partner/Proprietor, General Manager, Member of Management Board/Executive Committee, Company Accountant/Treasurer/Company Secretary) and earning $120,000 or more a year. This group represents 165,000 people - around 1% of the Australian population.

The first survey is based on interviews with 1,029 Australians between October 2003 and September 2005. It found that, not only is the Internet not replacing readership of newspapers, but that the heaviest Internet users (the 55% who use the Internet at least eight times a week) are more likely than others to read many newspapers and magazines. This is the case for all the major dailies and most business magazines.

Overall, the most popular newspaper is the weekday Financial Review - read by an estimated 40,000 of the group. At the weekend, the top 1% are more likely to turn to the Australian (27,000 vs 19,000 for the Financial Review's weekend issues).

More results are online at www.roymorgan.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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