3,139,000 Total Readership

It’s a daily talking point among the community; a barometer for the issues that matter. And has been for more than 160 years.

The Age is a mirror of Victoria’s social nerve-centre, with its combination of hard-hitting local, international, breaking, sports and business news, plus dazzling reportage of local affairs and culture. And we do mean dazzling. Melbourne is Australia’s fashion, arts and sporting heartland; wider Victoria is a driver of the nation’s economy.

Pivotal to the paper’s loyal following is the Fairfax brand of authentic, credible and unbiased reporting, from political correspondents, editors, entertainment writers and photographers alike. Because our discerning, high net-worth readers deserve to get every news angle.

The Age delivers its high quality, compelling stories across four core platforms – print, website, mobile and tablet, with content engineered to optimise each format.

Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Sep 2015 | Nielsen Online Ratings Sep 2015.


56% Male
44% Female
Social Grade
  • 33% Social Grade A
  • 24% Social Grade B
  • 18% Social Grade C1
  • 14% Social Grade C2
  • 11% Social Grade DE
  • 13% Less than $40,000 per year
  • 19% $40,000-$79,999 per year
  • 16% $80,000-$119,999 per year
  • 23% $120,000 or more per year
18% S.I.N.K.S
16% D.I.N.K.S
30% Families
23% Empty nesters
  • 33% Managers
  • 4% C-Suites
  • 21% Business Decision Makers
  • 6% Technical Trades
  • 4% Community & Personal Services
  • 8% Clerical & Administrative
  • 5% Sales
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Sep 2015 | Nielsen Online Ratings Sep 2015.

Print readership

  • Mon-Fri Avg
  • Saturday
  • Sunday

Print overview

A stalwart of the region’s collective culture since 1854, our print edition is read by downtown Melburnians and dyed-in-the-wool regional Victorians alike. Actually it’s not just ‘read’. The Age also challenges and reaches out to its demanding readership, whose high standards push our team every day to present each story in more depth. Each day, the paper is put together by an award-winning team of editors, reporters, political correspondents, photographers and category specialists, who bring readers the news right as it unfolds. Our team strives to portray a spectrum of viewpoints – urban and rural, conservative and progressive, private and public. Because we understand, deeply, that there’s never just one way of interpreting the news. The Age also offers riveting lifestyle content like food, travel, entertainment, health and real estate. Our sought-after supplements include the daily BusinessDay and Sports Day, and the weekend Spectrum, Good Weekend and Sunday Life. Each one connects with niche readerships in a way unmatched by our competitors. PANPA 2013 Newspaper of the Year PANPA 2012 Sunday Newspaper of the Year PANPA 2011 Newspaper of the Year
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Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Sep 2015 | Figures are Average Issue Readership.

Desktop readership

  • Unique Audience
  • Page Views
  • Time Per Person (hh:mm:ss)

Desktop overview

Breaking news hot off our editors’ desks, sports results as they happen, business developments as they unfold? It’s all online at, 24 hours a day, along with audience interaction trails envied by other publications. Read by almost one in three Victorians the web edition of The Age carries the top news and lifestyle stories above the fold – yet is designed to let visitors navigate quickly and easily to in-depth stories inside their favourite sections. Ours is a user interface that’s updated often, reflecting the latest browsing patterns. Local and international news, politics, business and sport are all covered, along with travel, entertainment, lifestyle and technology. All delivered in Fairfax’s signature style of thorough accountability and fearless, honest storytelling. With this many high-calibre readers setting as their default website, we’re pleased to offer a rich collection of digital advertising solutions. View our dynamic large-format ads, along with banners of every size and functionality, at our creative showcase.
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Source: Nielsen Online Ratings | Hybrid | Surfing | Oct-15.

Smartphone readership

  • Total

Smartphone overview

Over on our mobile platform, The Age’s award-winning brand of digital storytelling takes a distinct focus on breaking news, plus the top sport, lifestyle and entertainment pieces. Always tailored to the core concerns of our astute readership right here in Victoria. And always delivered in the Fairfax heritage style of thorough, balanced journalism. The fast pace of news delivery on m-site is achieved through tightly scripted headlines, crystal-clear navigation and an optimal mix of video and written content. Live updates on traffic and public transport make m-site particularly valuable for the many readers who check it on the go. Adding to the appeal of m-site are links to comments sections, social media, and real-time sports scores and finance updates. A suite of creative advertiser offerings rounds out the small-screen experience. If you want to see our Break Up, Over-the-page and other innovative digi-billboards, visit our creative showcase and get inspired.
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Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Sep 2015 | Figures are Net (Web+App+PDF).

Tablet readership

  • Total

Tablet overview

Our tablet readers are digital natives who demand (and relish) being able to scroll, click, flip and share our pages of award-winning content. They’re always moving, tablets in hand – checking The Age between client presentations, over lunch, or unwinding in the evenings with some vibrant content (and maybe a little online shopping). Because we are talking to a rather special category of reader, we’re very particular about how we curate content for the tablet edition. It’s a compelling selection of breaking news, feature articles, infographics, videos and archive content – so readers can always track down that exhibition listing or live show they forgot to bookmark last week, or that divine new wine bar perfect for tonight’s date. In other words, an optimal blend of news on tap, plus content and campaign longevity. Learn about our Zoomable, Wipeable, Commandment and other sticky digital messaging formats, tailor-made for tablets at our creative showcase.
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Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Sep 2015 | Figures are Net (Web+App+PDF).


Joshua Giuliani
Australian Publishing Media - VIC
+61 (03) 8667 3269 Email Joshua Giuliani
Sharina Chongprasith
Metro Media Magazines
+61 (02) 9282 1781 Email Sharina Chongprasith