Advertise in The Australian: What Brands Need to Know
Advertise in The Australian to reach business owners, investors and senior professionals across Australia through the national broadsheet. Its Wealth coverage and The Weekend Australian make it a strong partner to the Financial Review in any Australian plan.
For global advertisers, it adds a national business-and-politics readership to a plan built around markets. Its four-week reach for July 2023 to June 2024 was 1.82 million in print and 4.06 million cross-platform.
This guide covers what the placement delivers, where your brand can appear and how our expert team at Masscom Global books it for you.
Why The Australian Works for Investors and High-Net-Worth Readers
Media Intelligence: Reaching Investors and High-Net-Worth Readers in Australia
Why The Australian Matters in Australia
The Australian is Australia's national broadsheet, and its four-week cross-platform reach of 4.06 million (July 2023 to June 2024) gives it scale that a specialist business title does not. For investors and senior professionals it works as the broad national environment, with the AFR as the specialist one.
What the Published Data Says About the Audience
- Reach. 1.82 million four-week print reach and 4.06 million cross-platform, July 2023 to June 2024.
- Paying news readers overall. Australians who pay for news hold about A$162,000 in savings and investments against A$73,000 for the average Australian, are 23% more likely to own a home and 25% more likely to be big spenders (ThinkNewsBrands, Roy Morgan, February 2024). It covers paying news readers as a group, not The Australian alone.
- Not published. We found no public figure for the share of readers who are high-net-worth or investors.
A Media Planner's View: Where to Place
Use The Australian when the goal is national scale among engaged, paying news readers, and the Saturday edition when you want a weekend reading mindset. If the brief is investors specifically, plan it as a pair with the AFR rather than a substitute.
Masscom Expert Recommendation: Why Advertise Here
The Australian is the national broadsheet, and its Wealth coverage and weekend edition make it a useful partner to the Financial Review. For brands that want to reach business owners, investors and senior professionals across Australia, it adds a different, more national and political-business readership.
How we would use it. Use it as the second pillar of an Australian plan, with the Financial Review for market-focused readers and The Australian for a broader national business and affluent audience. Favour the weekend edition and the Wealth section.
Our guidance. We select the sections and positions, with the Wealth section and the weekend edition first, so the placement sits beside the right content.
How We Would Run Your The Australian Campaign
We start with the audience you need to reach, whether that is investors, business owners or high-net-worth families, and work back to the title, section and edition that put you in front of them. The schedule follows from that.
The rest is ours to handle: creative adapted to the publication's formats, the insertion booked and proofed, and reporting once the advertisement has run.
Where Can Your Brand Appear in The Australian?
- Daily print. Display advertising in the national broadsheet.
- The Weekend Australian. The Saturday edition.
- Digital. Placements on its digital platforms, planned with print.
Available formats, positions and lead times vary by edition, so our expert team at Masscom Global confirms them with the publisher for your dates.
Why Advertise in The Australian?
The Australian is a national broadsheet with a four-week cross-platform reach of 4.06 million (July 2023 to June 2024). Our expert team at Masscom confirms current readership data before a plan is finalised.
Key Reasons Advertisers Choose It
- National reach. It is published nationally from Sydney.
- A Saturday franchise. The Weekend Australian is the week's anchor edition.
- Cross-platform reach. Print and digital audiences are measured together.
Book The Australian Through Masscom Global
Our expert team at Masscom Global plans and books premium press and digital placements for brands targeting business and high-net-worth audiences in over 140 countries. Tell us your objective, budget and dates and we will confirm current rates and positions for The Australian.
✅ Placement guidance across print and digital
✅ Creative and localisation support
✅ Coordination with airport, OOH and digital media
✅ Reporting once your placement is live
Frequently Asked Questions
How do I advertise in The Australian?
Our expert team at Masscom Global plans and books The Australian placements. Share your objective, budget and dates, and we will confirm formats and lead times.
Does The Australian reach high-net-worth individuals and investors?
It has a four-week cross-platform reach of 4.06 million, and Australians who pay for news hold about A$162,000 in savings and investments against A$73,000 on average. That is a category figure, and no public net-worth figure exists for The Australian alone, so Masscom asks for one before you commit.
Where should I advertise to reach investors in Australia?
Plan The Australian for national scale and the AFR for business depth. Our expert team at Masscom builds the mix against your budget and dates.
What is The Australian's reach?
Its four-week reach for July 2023 to June 2024 was 1.82 million in print and 4.06 million cross-platform.
How much does advertising in The Australian cost?
Rates depend on format, section, position and timing. Our expert team at Masscom Global will confirm current rates against your brief.
Can it be combined with airport media?
Yes. Our expert team at Masscom Global plans press alongside airport, OOH and digital channels from one brief.
