Australian Women’s Weekly ends subscription of web audit while Mumbrella tops media and marketing trade press

Bauer Media’s Australian Women’s Weekly has decided to no longer “subscribe” to the AMAA’s digital traffic measurement, the second major masthead to pull out of the ratings in recent weeks.

AWW’s departure follows the exit of Pedestrian.TV, which pulled out because its competitors do not take part in it and due to ‘a lack of innovation‘, as Mumbrella revealed yesterday.


Josanne Ryan, AMAA CEO, told Mumbrella: “The AWW is no longer subscribing to the AMAA website traffic measurement service, it is still a member and audited by the AMAA.

“(AWW) were using two web measurement providers, so they had a double read on their traffic, and we agreed with them that this is not necessary.

“It requires Nielsen Digital Content Ratings for agency trading as it also delivers the audience measurement.”

A Bauer Media spokesperson said: “The Australian Women’s Weekly and the majority of Bauer Media’s websites, as well as those of our competitors, are measured by Nielsen which is endorsed by the IAB as the industry currency.

“The web measurement of The Weekly through the AMAA was a legacy issue and is redundant given the site is measured by Nielsen.”Mumbrella Official logo- use this one-Symbol_RGB

Mumbrella continued to deliver the highest engagement among the media and marketing trade press in August, with 987,993 page impressions according to the latest figures from the Audited Media Association of Australia.

B&T reported a 66% increase on the previous month of 337,167, pushing Campaign Brief into third place with 313,782.

The huge leap for B&T comes after the site managed a 1.5% increase in July and suffered a 9.6% drop in June. Travel Weekly, also owned by the Misfit Media company, saw its page impressions rise by 33.4% in August.

The other main industry title, AdNews, does not submit its figures for audit, but the last time it publicly shared its internal analytics, it claimed 145,956 monthly page impressions.

The figures revealed Mumbrella posted 13,613 average daily unique browsers during August, B&T reported 5,376 average daily UBs, and Campaign Brief posted 4,083.

Meanwhile, in other sectors, CarAdvice reported both the highest PIs, 5.363m, and average daily UBs 82,346. Nine is looking to acquire a majority stake in CarAdvice.


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