Match Media to hold six month beauty contest between EMMA and Roy Morgan Research

October 28, 2013 11:52

Independent agency Match Media – one of the first two to sign up to new readership metric EMMA – is to run a six month trial alongside Roy Morgan Research’s service before deciding which is best, the agency’s boss has revealed.

Match Media CEO John Preston told Mumbrella that the agency will then select just one as its preferred currency.

EMMA – Enhanced Media Metrics Australia – launched in August, as publisher funded body The Newspaper Works attempted to dislodge Roy Morgan’s long held position as Australia’s readership currency.

Match and the media agency group IPG Mediabrands were announced today as the first two to sign up to the service. Last month Mumbrella reported claims that the service was being offered below cost to get agencies to sign up.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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