In what some are calling a "fatal blow" for the Audited Media Association of Australia (AMAA), News Corp has completely withdrawn from its audits to focus on Enhanced Media Metrics Australia (Emma) measurement.
The decision to focus primarily on Emma as its measurement metric follows an extensive review with more than 100 advertisers and media agencies.
The review, conducted by News Corp, found that the majority of advertisers and media agencies believe that the print circulation metric is no longer a representative measure of today’s cross-platform audiences.
The move sees News Corp withdraw all of its newspapers from the Audited Media Association of Australia (AMAA) audits, also including the Audit Bureau of Circulations and Circulation Audit Board.
News Corp and Fairfax withdrew their digital titles from the AMAA audit last year as the publishers questioned the validity of the audit.
Fairfax is understood to be considering its position on the measurement metrics it uses.
AMAA CEO Josanne Ryan has responded, questioning if the move indicates a less transparent and accurate industry. You can read the full statement below.
“Is this a signal that the Australian industry accepts less transparency on industry media metrics and adherence to best practice? We hope not. Likewise, we hope this is not a shift away from industry managed self-regulation and the benefits of not-for-profit third party independent validation,” she says.
The argument against AMAA data has been building for more than a year, with a mass exodus of publishers’ in 2016 causing media agency bosses to speak out about the lack of transparency from the publishing sector.
At the time, top media execs said the move from Bauer, Pacific Magazines, News Corp and Fairfax was a “terrible decision”, “fool hardy” and “hypocritical”.
However, News Corp Australasia executive chairman Michael Miller, says media buyers and advertisers now recognise they plan media based on the audience of mastheads, not the number of papers sold.
“We have consulted with, and listened, to our advertiser and media agency partners and it is clear that circulation is not an indicator of how media is consumed today, and is out of step with how the advertising industry now operates,” Miller says.
Miller believes that Emma provides the most “complete picture” of readership today, providing a single view of both digital (PC, smartphone and tablet) and print audiences.
“We have therefore decided to adopt Emma as our primary audience metric, given that it captures total audience - not just the number of copies printed and sold. Emma has the sophistication, depth, credibility and frequency to provide an accurate and complete picture of our audiences," he says.
“Agencies and advertisers want transparency, accuracy and a higher frequency of data as well as accountability for investment, all of which Emma delivers.”
As a result of the AMAA exodus, the organisation was forced to shift its frequency from quarterly to half-yearly in May this year.
AMAA statement
The AMAA has been supporting the media industry with governance and media data validation since 1932, when it was established at the behest of the peak advertiser industry body the Association of National Advertisers (AANA), to ensure the accuracy and transparency of print media trading metrics.
The announcement that News Corp is moving exclusively to EMMA Audience measurement as their trading metric and will no longer independently audit the circulation of their newspaper titles through the AMAA, is in line with their position of delivering a single audience metric across print and digital.
The AMAA has throughout 2017 engaged the other media industry bodies, calling for more cohesion and collaboration at an industry level, to address issues in the ad trading sphere, specifically digital ad trading.
Is this a signal that the Australian industry accepts less transparency on industry media metrics and adherence to best practice? We hope not. Likewise, we hope this is not a shift away from industry managed self-regulation and the benefits of not-for-profit third party independent validation.
The AMAA continues to call on the industry to consider the role of independent governance and validation as a vital resource that sits at the core of accountable media trading.
No further comments will be made at this time.
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