Pacific Magazines becomes final major publisher to withdraw from magazine audit

Pacific Magazines has become the third magazine publisher to withdraw from the Audited Media Association of Australia, effectively killing the magazine audit.


The withdrawal comes on the heels of Bauer Media and News Corp’s NewsLifeMedia, with all three publishers saying they want to to focus on readership figures such as those provided by Roy Morgan Research and Ipsos’s EMMA.

While Pacific Magazines could have opted to remain in the magazine audit as a point of difference, the publisher has followed its rivals in opting out, stating it is no longer representative of the industry.

Gereurd Roberts, CEO at Pacific Magazines, said in a statement: “Our brands have transformed and so too have our partner expectations. We’re being asked to deliver more granular, audience-based, cross-platform measures that better reflect how consumers interact with our brands, and the integrated solutions our clients require.

“The AMAA is a highly-regarded organisation and has been a valuable partner, however the circulation metric is no longer representative of our multi-faceted audiences, or our multi-faceted offering, and given the withdrawal of the other major publishers, is no longer representative of our industry.”

Pacific Magazines – which publishes brands such as Girlfriend, New Idea, Better Homes & Gardens and That’s Life – will also continue to work with Nielsen in developing its digital audience measurement tools.


The publisher has said it will also look to work with the AMAA on alternative and proposed measures they are currently developing across platforms.

“Pacific is absolutely committed to providing accurate and transparent audience measurement. Granular audience-first, cross-platform metrics are where the market is demanding our focus, and reflects what we see as the future for our evolving, dynamic brands,” Roberts added.

The AAMA has been approached for comment.

This week Mumbrella sought comment from industry bodies the Media Federation of Australia and the Australian Association of National Advertisers on whether the end of audits raised any concerns for advertisers around transparency, but both organisations were already on holiday.related_content first=”416666″ second=”417108″]


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