The Readership Works has revealed that its much-anticipated new print insights arm will be called EMMA, standing for Enhanced Media Metrics Australia.
The new measurement survey has been developed by global independent research company Ipsos MediaCT, which won the business in 2010 after a tender. It will launch in the first quarter of the coming financial year.
EMMA, which will survey over 50,000 people a year, will offer advertisers and media agencies branded sectional data within newspapers, segmentations and new insights into product categories, and an overall more in-depth database of all newspaper and magazine formats, capturing data across print, website, mobile and tablet.
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.”
Ipsos MediaCT managing director Simon Wake added: “EMMA will offer a number of advanced innovations and enhancements, providing a more complete picture of how people read and engage with newspapers and magazines across platforms.
“We’ve taken the learnings from our surveys around the world and created an Australian survey that gives the industry a far richer insight into audiences and readership.”
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