New data has suggested much bigger audiences than previously reported for consumer magazines such as Donna Hay, PlayStation and Famous. Lads mag Zoo Weekly, has almost double the readership according to EMMA than it has according to Roy Morgan. But there are also some massive drop-offs for some titles under the new metric.
The long-awaited figures from Readership Works' new metric show huge discrepancies between it and those from rival Roy Morgan, published last Friday.
The company released a limited set of total audience figures, comprising print, web, tablet and mobile data. That data is based on a rolling 12 month average and fused with June 2013 Nielsen online ratings. They will be followed by monthly reports from November 2013.
EMMA combined figures suggest Woman's Day has the highest total readership at almost 3.9 million, followed by New Idea (3.5m) and Australian Woman's Weekly (2.9m).
Download the Total Audience Report for Magazines.
A more comprehensive list, based on the 12 months to June 2013, was provided for print readership.
NewsLifeMedia's Donna Hay had a readership of 736,000 according to EMMA, up 103% when compared to Roy Morgan's 363,000. Recipes+ had 538,000 readers according to Roy Morgan, but 664,000 according to EMMA - an increase of 23%. Bauer's Diabetic Living, at 397,000 was 53% higher. House and Garden had 939,000 readers according to EMMA data, up 47% compared to Roy Morgan.
In women's lifestyle, Pacific Magazines' Famous had a 43% higher readership with 394,000 readers compared to 276,000 reported by Roy Morgan. Bauer's Shop Til You Drop was 36% higher under EMMA at 166,000 compared to 122,000 reported by Roy Morgan. Flagship title The Australian Women's Weekly had a print readership almost 30% higher at 2.29 million (1.77 million Roy Morgan).
Pacific Magazines' Men's Health, at 331,000 print readers, was 42% than Roy Morgan calculated, while Bauer's Zoo Weekly - which shed 18.6% of its readers according to Roy Morgan - had 472,000 print readers according to EMMA. That was 79% higher than calculated by Roy Morgan (262,000).
In sports and gaming, Golf Australia had 163,000 readers, according to the Ipsos' survey data, 96% higher than reported by Roy Morgan. Playstation, at 236,000 was 63% higher than Roy Morgan data suggested. At 883,000 Bauer's TV Week had 45% more readers under EMMA data than under Roy Morgan's.
Some of the numbers reported by the different metrics were fairly similar. Women's Health and Harper's Bazaar were respectively 4% and 9% higher under EMMA than Roy Morgan.
But there were also big disparities in the other direction. According to EMMA, BRW's readership was 127,000, 46% lower than the 237,000 reported by Roy Morgan. Music magazine Empire was 30% lower, at 160,000, than Roy Morgan's 227,000.
Download the Print Audience Report for magazines.
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