News Corp Australia will adopt Enhanced Media Metrics Australia as its sole audience metric, leaving the Audited Media Association of Australia (AMAA) circulation metric in limbo.
The publisher has decided to move forward with EMMA readership data after consulting more than 100 advertisers and media agencies, believing the data better indicates engaged readers and represents the cross-platform nature of modern-day publishing.
News Corp Australasia executive chairman Michael Miller said: “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.
The move represents the company’s greater emphasis on readership as the measure of engagement.
“Media buyers and advertisers plan media based on the audience that engages with our mastheads, not the number of papers sold,” said Mr Miller.
“Total audience is the chosen metric that our advertisers and media buyers now use to make their media buying decisions and to compare alternatives across all main media, so it’s a natural course of action for us to meet the market by using one, primary metric.”
The decision is a blow to the AMAA, which has lost the country’s largest newspaper publisher. The independent organisation currently produces circulation numbers via the Audit Bureau of Circulations and Circulation Audit Board for major newspapers around the country.
While Fairfax Media’s newspapers are audited by the AMAA, digital assets are not. The publisher is understood to be considering its position with the newspaper circulation audit.
Magazine publishers took similar action in December last year, seeing Bauer Media, Pacific Magazines and News Corp’s NewsLifeMedia withdraw from the AMAA magazine circulation audit.