emma tool captures complete readership life of mags


Australia’s cross-platform audience insights survey emma (Enhanced Media Metrics Australia) will launch a new tool that, for the first time, allows Australian media planners to identify the impact of the complete readership life of a magazine.

Research conducted by the Magazine Publishers of Australia shows that a large proportion of magazine readership occurs outside the publication period, reflecting the findings of similar overseas studies.

Readership data from the emma survey, which tracks issue-specific magazine reading across 12 weeks for monthly magazines and across four weeks for weekly magazines, confirms the MPA findings.

The new emma media planning tool will provide up-to-date, title-by-title information on the longitudinal nature of magazine reading. It will allow users to see the distribution of magazine readership from an ad insertion over subsequent days and weeks for the complete readership life of the magazine.

“For the first time in Australia, planners can identify the impact of magazine readership by day and week, similar to electronic and digital media, which allows a more accurate interpretation of impact in econometric modelling by media planners,” said Jane Nicholls, Ipsos Connect executive director – emma.

“It will enable the correlation of magazine readership over time with other elements of the media plan, or alongside key metrics such as sales of the product advertised. This in turn can facilitate comparisons with sales and other key marketing metrics to enable the impact of magazine advertising to be better understood, planned and booked.”

The media planning tool will launch later this month.

This latest enhancement continues emma’s commitment to deliver innovation, greater accuracy and transparent audience insights to the market to better plan campaigns. It follows Ipsos’ partnership with Eyeota to deliver emma’s geoTribe’s audience data segments and the integration of the out-of-home audience measurement system with emma.

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