Newspaper Work’s readership spin-off – The Readership Works – has appointed Mal Dale to the role of general manager.
The Readership Works today announced that it has appointed Mal Dale to the newly-created position of general manager, whose primary role will be to develop, launch and manage the new print readership metric in Australia.
Dale, who has been head of digital at MediaCom Australia since 2007, brings to The Readership Works almost 25 years’ experience working in the media in the UK and Australia, and is one of this country’s most talented media executives.
The Readership Works chairman, Tony Hale, said: “The role of general manager will be pivotal in the development of Australia’s new, state-of-the-art newspaper readership metric, and Mal brings to the position a unique skill set.
“His outstanding strategic abilities across both traditional and emerging media coupled with his in-depth knowledge and experience of the media agency sector made him the ideal candidate for this position. We’re delighted to welcome him to The Readership Works,” Hale said.
Commenting on his appointment, Dale said he was looking forward to the challenge of providing the Australian media industry with a new gold-standard in readership measurement.
“This is a fantastic opportunity to contribute to revolutionising the way newspaper advertising is planned and bought in Australia. We intend to deliver deeper insights into how readers interact with newspapers across multiple platforms,” Dale said.
Dale, who has also held senior positions at Mitchell and Partners and Carat UK, will work closely with Ipsos MediaCT, which was announced as the successful tendering organisation for the new readership measurement contract last September.
The Readership Works was formed in March 2010 as a wholly-owned subsidiary of The Newspaper Works to oversee the readership tender and the subsequent development and ongoing provision of the new readership metric.
Reporting directly to The Readership Works chairman, Dale will take up his position immediately.
Source: The Readership Works press release