Ipsos hires new MD to run readership survey

Simon Wake

Research company Ipsos Australia has announced the appointment of former Fairfax Media executive Simon Wake as managing director of its MediaCT division.

The move will see Wake take responsibility for the launch of the new newspaper readership metric that is being developed in conjunction with The Readership Works and which will provide readership numbers across various platforms.

Wake has a strong background in market research, audience measurement, marketing and publishing. For the last nine years he has been employed by Fairfax in various research roles and most recently as marketing and circulation director at the Financial Review Group.

“The publishing industry is undergoing significant change as it adapts to new audience behaviours,” said Wake.

“Publishers are responding quickly through new developments in printed and digital platforms and our research will provide the most accurate measure of consumer behaviour across these multiple-platforms for publishers and advertisers. There is a new story to tell.”

The new readership survey is expected to launch in the coming months now that the company has completed collecting 15 months of readership data.

The long-awaited project came after some publishers became unhappy with the Roy Morgan Research

Chairman of The Readership Works Tony Hale said he was pleased with the appointment

“Simon brings great credentials in both research and publishing to Ipsos MediaCT so we welcome him to the team and look forward to his strong leadership in taking this improved metric to market.”

Wake replaces Kirsten Riolo who will continue to work with Ipsos Australia in a part time role.

Ipsos Australia also confirmed that its current CEO Hugh Amoyal would be leaving the company in August. The company said a replacement would be named shortly.


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