Ipsos gets the Newspaper Works readership gig

The Newspaper Works has revealed the winner of the tender for its controversial bid to create a new readership metric.

Ipsos MediaCT beat GfK and TNS to the contract.

And in a signal that the Newspaper Works has ambitions to take the currency beyond newspapers, the industry body has revealed that it has created a new company – The Readership Works – to oversee the new readership metric.  

According to today’s announcement:

“The metric will apply a range of innovative measurement approaches/techniques allowing for more efficient collection of data with the ability to explore measurement of newspapers and magazines across multiple platforms including print, online and mobile content technologies. The new readership metric will deliver sectional information and will investigate the possibility of more frequent release of data.

It added: “It is anticipated that the full set of new data will be available for review towards the end of 2011.”

Although The Newspaper Works is funded by all the major newspaper publishers, News Ltd appears to the publisher driving the creation of the new readership currency in opposition to Roy Morgan Research’s existing metric. Last year, Fairfax withdrew from process, as did Magazine Publishers of Australia.

Newspaper Works and Readership Works boss Tony Hale said: “Ipsos was the unanimous choice. Ipsos has launched 20 readership measurement systems around the world in the last 10 years. They have a thorough understanding of the Australian market and have assembled a strong local and international team.”

Ipsos Australia CEO Hugh Amoyal said: “We are thrilled to be given the challenging and exciting task of building an innovative metric that delivers better insights.”

The announcement also carried a statement from Media Federation chairman Henry Tajer, who is also boss of Mediabrands. He said:  “I am confident that media agencies will support this new audience measurement system.”

Ipsos has appointed Mary-Ellen Vincent as Managing Director of the project. Her previous roles have included national research director at Leo Burnett and national insights director at Mindshare.


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.