Unmade: media and marketing analysis

Unmade: media and marketing analysis

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Unmade: media and marketing analysis
Unmade: media and marketing analysis
What compels Australians to pay for news?
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What compels Australians to pay for news?

Seja Al Zaidi
Jun 19, 2023
∙ Paid
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Unmade: media and marketing analysis
Unmade: media and marketing analysis
What compels Australians to pay for news?
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Welcome to Tuesdata, our weekly analysis for Unmade’s paying members.

Below, we explore the findings of a comprehensive global study from Reuters Institute, which includes Australian results, exploring motivations for paying for news subscriptions. We talk to executives from Nine News, The Guardian and Crikey about the findings.

Further down, a positive day for the bigger stocks on the Unmade Index.

Everyone else hits the paywall further down. Subscribe today to get all of our Tuesdata posts and access our full publishing archive, which goes behind the paywall after two months. Until the end of June, we’re offering the chance to join for just $358, a 45% saving on our usual $650 price.

Unmade members also get discounted tickets to our events, including humAIn, our conference focusing on the impact of AI on media and marketing, and Re:Made, our focus on retail media. The coupon code for the discount appears at the end of this post, below the paywall.

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Has the news industry turned the corner on subscriptions?

More Australians are taking out news subscriptions, and more are reporting feeling a greater sense of trust in the news. Those are the key findings from this year’s Reuters Institute Digital News Report, produced by The University of Canberra.

The study spoke to 93,000 consumers globally, including 2,025 in Australia.

The most remarkable number from the study is that more than one in five Australian consumers (22%) are now paying for news. That’s the third biggest of the 46 countries studied, behind only Norway (39%) and Sweden (33%).

Australian consumers are paying for news in growing numbers | Source: Reuters Institute / University of Canberra

To get a better understanding of what that means to local news business models, we spoke to news executives leading some of the country’s most prominent mastheads - Nine’s managing director of publishing James Chessell, Private Media CEO Will Hayward and The Guardian managing director Dan Stinton.

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