The Readership Works has finally set a date for the launch of its new metric. Dubbed EMMA (Enhanced Media Metrics Australia), the cross platform survey will release its first data and insights on 19 August.
The Readership Works claimed it will deliver a more complete picture of the way people consume magazines and newspapers across platforms.
The first data will include data on all newspaper and magazine formates across print, website, mobile and tablet; data from Nielsen's online ratings data; data from a 50,000-strong audience panel; readership data on individual branded sections of newspapers and will provide data on ten consumer segments. The company claimed it will also deliver new insights into brand and product consumer behaviour.
After launch community titles will be brought into the database. That means media buyers will no longer have to use two separate databases, according to Ipsos MediaCT MD Simon Wake. After that an engagement metric will also follow.
The Readership Works general manager Mal Dale claimed the launch would be "an historic day" for industry and that EMMA "exceeded calls from media agencies and advertisers for cross-platform accountability and greater accuracy, transparency and frequency of data".
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