Publishers’ new readership metric shows big growth in audiences compared to old measure

emmaThe first set of data from the new readership metric Enhanced Media Metrics Australia (EMMA) has recorded a significant increase in the audience of many of Australia’s largest publishers compared with rival Roy Morgan Research.

EMMA – funded by Australia’s publishers – is a challenger to Morgan’s existing industry readership metric. EMMA provides readership data for  print and digital platforms .

A comparison of the two by Mumbrella shows significant increases of between 25 per cent and 113 per cent in the estimated audiences of most mastheads belonging to publishers News Limited, Fairfax Media, Pacific Magazines and Bauer Media.


Under the EMMA metric, NSW mastheads The Sydney Morning Herald and The Daily Telegraph have a combined monthly print and online audience of 4.23m and 3.95m respectively. This is  27.7 per cent and 49.6 per cent more respectively than under rival metric Morgan.

Victorian mastheads The Age and The Herald Sun were 25.8 per cent and 30.0 per cent higher respectively, with EMMA recording an overall print and web audience of 3.02m and 3.92m for each.

National publications The Australian and The Australian Financial Review have some of the largest increases under the new metric. The Australian’s audience was last month measured at 2.97m compared with 1.8m under Morgan, an increase of 65 per cent. The Australian Financial Review has an audience of 1.13m compared with 608,000 under Morgan, an increase of 113 per cent.

Emma breaks down readership by print, web and also mobile and tablet. For the purposes of comparison with Morgan the comparison has only been made with print and web.


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News Corp has championed the creation of the rival metric over the last four years. “Today marks an historic occasion for the media industry. For years, media companies and advertisers have been crying out for a truly accurate measurement of what people are actually consuming across all platforms,” said newly installed News Corp Australia CEO Julian Clarke, in a statement.

“The data gives unparalleled multi-platform readership and behavioural insights and offers our commercial partners more confidence in their decision making. Critically, it also allows for more granular audience targeting,” claimed Clarke.

Fairfax CEO Greg Hywood issued a statement noting that Fairfax’s national and metro mastheads reached 7.5 million Australians each month. “EMMA has shown what we have known for some time – that our readers are highly engaged and loyal to Fairfax mastheads, with many exclusively engaging with Fairfax across platforms,” said Hywood.

Australia’s top magazines had more mixed audience results with Bauer Media titles The Australian Women’s Weekly and Cosmopolitan 22.8 per cent and 17.8 per cent lower in audience under the EMMA metric.

Meanwhile Pacific Magazines’ New Idea was 65 per cent bigger according to EMMA, while Bauer Media publications Cosmopolitan and Cleo were 39.9 per cent and 24.8 per cent higher.

The company has not  released data comparing the year-on-year changes within EMMA’s readership, meaning the market is unable to see if the metric suggests audiences are rising or falling overall.  Simon Wake, Ipsos MediaCT’s managing director, told Mumbrella that the company was unable to provide comparisons until it had two years of data; at present it only has 18 months.



The average multiplier Emma places on most national newspapers of readership compared to circulation is 3.9 on weekday newspapers, 2.7 on Saturday papers and 2.4 on Sunday. In magazines the multiple is 6.0 for weekly magazines and 6.9 for monthly magazines.

The company also said it would be releasing data for individual sectional readership shortly.

UPDATE: Emma has this morning released the sectional data, tracking which sections of Australia’s newspapers are most read. Click here to read the full weekly sectional report. 

Nic Christensen 


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