Readership Works announces name of readership survey: ’emma’

emma logo (s)The Readership Works today announced further details of its new newspaper and magazine readership survey, which is to be called Enhanced Media Metrics Australia, or emma.

The new measurement survey has been funded by the newspaper industry and developed by research company Ipsos MediaCT and will be a direct competitor to the existing metric run by audience measurement firm Roy Morgan.

Emma will start publishing data in the first quarter of the new financial year and will look at readership across all newspaper and magazine formats capturing data across print, website, mobile and tablets devices.

“We welcome the launch of this eagerly anticipated readership survey.  We applaud the transparency, rigour and collaborative approach taken by The Readership Works during the development of the new service,” said Sophie Madden, CEO of the Media Federation of Australia.   

“The introduction of seven days a week interviewing and using rich online data collection techniques will produce data that allows media agencies to better plan and execute newspaper and magazine investments on behalf of their clients.”

Emma will be run by Simon Wake, who took up the role of Ipsos MediaCT managing director in February and will survey over 50,000 people a year.

Ipsos was appointed following a tender conducted by The Readership Works in 2010 and has since built the new survey and collected 18 months worth of data to provide the industry with trends and comparative data. The company conducts national audience surveys and is the official measurement system in 41 countries including the UK, Italy and France.

Ipsos have consulted extensively with industry bodies including the Media Federation of Australia, Magazine Publishers of Australia and the Australian Association of National Advertisers. Leading media research industry experts, including Ian Muir and Sol Lebovic and independent auditor Dr Rob Hall, have also been consulted on the project.

The Readership Works general manager Mal Dale said: “Media agencies and advertisers have been calling for cross-platform accountability and greater accuracy, transparency and frequency of data. The publishing industry has listened and emma is about to deliver.”

The rival metric to Roy Morgan was first announced by industry body The Newspaper Works four years ago this month.

Nic Christensen 


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