AMAA announces end of Audited Web Measurement Service

The Audited Media Association of Australia (AMAA) has announced the end of its Audited Web Measurement Service which includes digital publications such as Mumbrella, B&T, Campaign Brief and

The final figures, released for September, show Mumbrella had an average daily user figure of 13,345 and 661,259 page impressions for the month. B&T reported 7,122 daily users and Campaign Brief 3,751.

The most-visited website on the list was with 48,876 average daily users.

In announcing the end of the service, the AMAA suggested using Google Analytics as the ‘simplest solution’, although it is not independently verified.

“The AMAA digital traffic measurement service was developed back in 2012 to serve niche publishers,” AMAA CEO Josanne Ryan told Mumbrella.

“Unfortunately, the ongoing revenue pressure experienced by the Australian publishing industry combined with the impact of COVID-19 has meant many smaller titles have ceased publishing and this service has been impacted. The AMAA continues to do print audits for hundreds of print titles around Australia as part of the ABC and CAB audits as well as non-listed audits for Emma audience measurement. We continue to work with publishers to deliver solutions that support their businesses and to provide independent verification of media data for the Australian media trading market place.’

Just over a year ago Nine and the West Australian papers all left the public print auditing service but remained as AMAA clients, moving to private auditing. The decision came one year after News Corp Australia did the same thing.

In 2016, Bauer pulled its magazine titles from the AMAA public audits, followed shortly by News Corp’s NewsLifeMedia magazine arm and Pacific Magazines. Just six months later, a majority of the remaining independent magazine titles also left the process, citing the fact there was ‘nobody else left’ as their reason.

Readership measure Enhanced Media Metrics Australia (EMMA) continues to release the readership figures for publishers and Nielsen provides its monthly Digital Content Ranking (DCR).


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.