The Age
A Melbourne daily newspaper and news site covering Victorian, national and international news.
The Age at a glance
The Age is a news & media website and one of the most visited sites in Australia, currently ranked #100 in the country. It was founded in 1854 by Walter Powell, Ebenezer Syme, Henry Cooke and is headquartered in Melbourne, Australia. Today The Age is owned by Nine Entertainment. Our estimates put its audience at ≈ 60 million visits per month. The business earns money mainly through subscriptions, digital advertising, print sales. Its closest rivals include smh.com.au, heraldsun.com.au, abc.net.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 56.4 million / month | +2% |
| Q2 | ≈ 58.2 million / month | +3% |
| Q3 | ≈ 60 million / month | +3% |
| Q4 | ≈ 63.6 million / month | +6% |
Traffic sources
- Direct37%
- Organic search34%
- Social18%
- News aggregators8%
- Email3%
Audience & demographics
- Men55%
- Women45%
- Age 35-4426%
- Age 45-5423%
- Age 25-3422%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 18 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| the age | 1 | Very high | Dominant |
| breaking news | Top 10 | High | — |
| today's headlines | Top 10 | High | — |
| live coverage | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 79% mobile
- Position in country
- Among the leading news & media apps in Australia
Company information
- Website
- theage.com.au
- Sector
- News & Media
- Owner
- Nine Entertainment
- Owner type
- Public company
- Founders
- Walter Powell, Ebenezer Syme, Henry Cooke
- Founded
- 1854
- Headquarters
- Melbourne, Australia
- Employees
- 500+
- Ownership
- Nine Entertainment controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $200 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $200 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
The Age operates a news and media publisher focused on Australia. A Melbourne daily newspaper and news site covering Victorian, national and international news. Revenue comes mainly from subscriptions, supported by the other lines listed below.
- Subscriptions
- Digital advertising
- Print sales
Products & services
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #100 in this index
- Sector rank
- Leading news & media site in Australia
- Global rank
- 1200
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| smh.com.au | ≈ 36 million / month | #101 class competitor | — |
| heraldsun.com.au | ≈ 27 million / month | #102 class competitor | — |
| abc.net.au | ≈ 18 million / month | #103 class competitor | — |
What is The Age?
The Age (theage.com.au) is a news and media publisher serving users in Australia. A Melbourne daily newspaper and news site covering Victorian, national and international news. It ranks #100 among the most visited websites in the country in this index, within the news & media category.
Who owns The Age?
The site is operated by Nine Entertainment, founded by Walter Powell, Ebenezer Syme, Henry Cooke. The company was established in 1854 and is headquartered in Melbourne, Australia. It employs around 500+.
Traffic and audience
Traffic estimates place The Age at roughly 60 million visits per month, about 2 million per day. Around 79% mobile of sessions come from mobile devices, and visitors view about 3.1 pages per visit with an average session of 3 min.
How The Age makes money
Revenue comes primarily from subscriptions, alongside digital advertising, print sales.
Competitors in Australia
Its closest rivals include smh.com.au, heraldsun.com.au, abc.net.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1854
The Age is founded in Melbourne, Australia.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #100 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad daily news coverage with national reach
- Fast breaking-news publishing
- Free access to most articles
- Strong presence in search and social
Cons
- Heavy advertising load on article pages
- Editorial line criticised by parts of the audience
- Clickbait headlines on high-traffic sections
- Paywall limits on premium content
Key statistics
Frequently asked questions
Who owns The Age?
The Age is operated by Nine Entertainment. Public company structure, based on public filings and press reporting.
Where is The Age headquartered?
The Age is headquartered in Melbourne, Australia.
When was The Age founded?
The Age was founded in 1854 by Walter Powell, Ebenezer Syme, Henry Cooke.
How many employees does The Age have?
The Age employs approximately 500+ people.
What is The Age's revenue?
The Age's revenue: ≈ $200 million annual revenue (est.).
Who are The Age's competitors?
Main competitors in Australia include smh.com.au, heraldsun.com.au, abc.net.au.
How does The Age make money?
Mainly subscriptions, digital advertising, print sales.
Is The Age publicly traded?
The Age's ownership: Public company.
How many visitors does The Age get?
Third-party estimates place The Age at roughly 60 million visits per month, mostly from Australia, with 79% mobile traffic.
Is The Age safe?
The Age is an established news & media site founded in 1854 and ranked #100 in Australia; use the official domain theage.com.au and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstheage.com.au
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos