Almost year after it first began reporting data, readership survey EMMA (Enhanced Media Metrics Australia) has launched an engagement metric in a bid to show advertisers how deeply connected consumers are with the newspapers and magazines they read.
The Readership Works general manager, Mal Dale, said the new metrics will create value for publishers, advertisers and media agencies alike by showing off how readers interact with publications across five 'axes of engagement'.
The new engagement metric named 'engagement quotient' will measure 189 publications, including newspapers, magazines and newspaper inserted magazines.
Dale predicted that the 'engagement quotient' will be embraced by all of EMMA's key shareholders.
“The more sophisticated and forward thinking media agencies will embrace this with gusto because this is something that they've been looking for and striving to accomplish off their own bat for a number of years,” he said.
“The publishers are tremendously excited about this because finally we're able to quantify something that has been well understood by the marketing community generally, but now you're able to compare titles and qualify them and you're able to do so within a coherent frame work and you're able to do so in a way that’s very flexible and customizable.”
EMMA has undertaken a study of print engagement with more than 20,000 respondents, drawn from the EMMA audience insights survey, asked about their relationship with publications.
The five 'Axes of Engagement' are:
- source of copy;
- loyalty (frequency of reading);
- motivation for reading the title;
- connection with the title and
- actions taken as a result of reading the title.
From today EMMA subscribers can analyse titles by individual quadrants within each of the five ‘Axes of Engagement’, using an ‘Engagement Quotient’ (EQ). The EQ is a numerical representation that demonstrates the strengths and unique ‘engagement footprint’ of a publication regardless of its audience size.
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