Monthly Emma Data Shows Continued Stability in Newspaper Audiences

The latest monthly emma™ (Enhanced Media Metrics Australia) data for the 12 months to August 2013 continues to show stability in newspaper audiences as readers embrace journalism across platforms, according to The Newspaper Works.

This release of emma data includes 66 additional regional newspaper titles for the first time. This is the final interim report of monthly emma data before the full databases launch in November. The interim reports include top line cross-platform and print readership results.

From next month, monthly databases will be released in addition to the topline reports. The databases will consist of full 12-month rolling data featuring cross-platform audience figures, readership of all titles, comprehensive consumer profiles and product data, and the fused Nielsen Online Ratings data.

“The emma data is showing what the publishing industry has been seeing for some time –audiences are stable and embracing and consuming content across platforms,” The Newspaper Works CEO Mark Hollands said.

“We are delighted too that additional regional newspapers are now included in the monthly emma data. When the full monthly databases launch in November, this will allow for planning alongside metro and national titles – a unique facility in the Australian market.”

The latest emma data covers the 12-month period to August 2013. The first monthly data release (6 September) covered the overlapping 12-month period to July 2013. The figures in each release represent the averages across the respective periods.

The Newspaper Works Research & Insights Manager Simon Baty said: “The movements in the monthly numbers tend to be smaller because we are simply looking at incremental change from the previous emma numbers, rather than year-on-year.

“In addition, we are looking at total audiences over the period of a month, which enables us to have a consistent view across print and digital platforms. This is different to the print numbers, which are average audiences for individual issues, that is, average issue readership.”

emma, the new cross platform audience insights survey, launched on 19 August. It was developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in 41 countries including the UK, Italy and France.

For more information, please contact:

Rochelle Burbury


Third Avenue Consulting

0408 774 577

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