The number one source of reliable business information is now the internet although this is skewed by Micro businesses (less than $1m turnover) that represent 89% of all businesses in Australia. The story is similar for Small business ($1m<$5m turnover) however Medium ($5m<$50m) to Large businesses ($50m+) still believe newspapers (combining metropolitan and national) – and in particular, national newspapers – are the number one source by some margin. There is no question that the two media, newspapers and internet, are providing the majority of business decision makers with the business news they need.


Most Reliable Source For Business News








Source: Roy Morgan Research, Business Survey, 10 months to February 2011, n=11,266.


In addition to subscription and circulation revenue in print and online, the media relies heavily on advertising from Australia’s businesses as a major source of revenue. Almost three quarters (72%) of Small to Large businesses in Australia believe the internet will play a more important role in their own marketing mix over the next 12 months and around two thirds (62%) of all micro businesses have the same view.


Will Be More Important To Marketing Mix








Source: Roy Morgan Research, Business Survey, 10 months to February 2011, n=11,266.


Interestingly, Micro businesses (which naturally have smaller and less complex marketing strategies) believe they have enough knowledge of the use of the internet to be able to suggest it will play a more important role for them in the marketing of their business. On the other hand, they are less confident in their knowledge of the mass traditional mediums of newspapers and TV where the proportion of respondents to answer that they “don’t know or not applicable” reached 52% and 63% respectively. In the case of newspapers this result is 18 percentage points higher than respondents from large business and 20 percentage points more in the case of TV suggesting the larger businesses have broader media experience and knowledge.

Furthermore, for large business in Australia, 50% believe Social Media will be more important to their marketing.  Both newspapers and free to air television are also expected to increase in importance for 38% of these businesses.


George Pesutto, Industry Director – Media, Roy Morgan Research, says:

“The survey demonstrates that despite the hype surrounding the rise of the Internet to target customers, traditional mass media will continue to play an important role in the marketing plans of medium to large business according to Australia’s C suite (CEO’s, Chief Marketing Officers, Chief Financial Officers and Chief Operating Officers). In fact, a large number believe the role of newspapers in particular will increase in importance to their marketing.

“However, there is no denying that the majority of businesses across most categories believe online will be of increasing importance to them, as they all strive to understand how consumers are using a variety of  media platforms to satisfy their growing thirst for news, information and service.

“Our information, and especially the Business Survey, suggests opportunity exists to educate and assist businesses on the benefits of any particular media and that successful marketing and communication in the future does not lie solely with the new platforms. One wonders if the majority of Micro and Small businesses in Australia have an antipathy to traditional media or simply find that without the services of expert media agencies it is too difficult to access particularly when the perception of cost gets in the way. Surely, this presents an opportunity for the likes of TV and newspapers.”

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