This year marks the inaugural year for the new readership metric emma (Enhanced Media Metrics Australia.)
To mark the launch of the survey Media Federation of Australia representative John Grono was interviewed by ABC Radio National’s Richard Aedy about the launch of the new newspaper and digital audience measurement system.
Mr Grono discussed how emma was created, the methodology that underpins the system and precisely how the data is collected and analysed.
Mr Grono, whose organisation represents the interests of national media and creative agencies, explained that he attended every technical committee meeting as the system was being built by the French multi-national research giant, Ipsos. Referring to newspaper publishers, he said he wanted to “keep the bastards honest”.
Click here to listen to John Grono on Radio National’s “Media Report”.