The Newspaper Works today welcomed the official launch of emma™ (Enhanced Media Metrics Australia), the ground-breaking new cross-platform audience insights survey.
The new data shows newspapers are strong and vibrant, commanding very large audiences across print and digital channels.
The chief executive of The Newspaper Works, Mark Hollands, said analysis of the new data showed “readership of our industry’s journalism is, as expected, higher even than previously reported”.
Some 88 per cent of Australians* read a newspaper and/or digital edition every month, according to emma figures.
Mr Hollands said the multi-platform strategies of publishers were having a significant positive impact on the newspaper readership habits of Australian consumers. Across print and digital, metropolitan newspapers reach 82 per cent of Australians with 14.1 million readers.
National newspapers reach 22 per cent of Australians, or 3.74 million readers, according to emma.
Mr Hollands said the emma data had shown that branded sections were “incredibly popular with readers and powerful for advertisers”.
emma data shows 71 per cent of Australians – 12.16 million readers – have read sections of national, metropolitan and regional newspapers in the past four weeks.
Meanwhile, Monday-to-Friday readership of printed newspapers is 72 per cent of Australians, with weekend papers 67 per cent.
Mr Hollands said the extensive reach reported by emma was due in part to emma’s commitment to world’s best practice of surveying Australians on a daily basis to ensure more accurate recollection of reading habits.
Commissioned by The Readership Works and developed by independent research company Ipsos MediaCT, a global leader in audience measurement, emma is Australia’s next generation cross-platform audience survey that represents media consumption across print, website, mobile and tablet platforms.
“As a milestone for the news publishing industry, the significance of emma’s launch today can’t be overstated,” The Newspaper Works CEO, Mark Hollands, said.
Mr Hollands described the arrival of emma as rivaling in importance the launch of the Audit Bureau of Circulations in 1932 and the establishment of the Press Council in 1976.
“Advertisers and advertising agencies have been calling for an improved approach to audience measurement of readership in print and across multiple digital platforms,” he said.
“We’ve listened to, and delivered, what agencies and advertisers have asked for – greater transparency, accuracy and frequency of data and accountability for investment,” Mr Hollands said.
emma’s independent survey provider, Ipsos, is a global leader in audience measurement, conducting the national readership surveys in 41 countries, including the UK, Italy and France.
Endorsed by the Media Federation of Australia, Magazine Publishers of Australia and Nielsen, emma is independently audited by Dr Rob Hall of Environmetrics (Dr. Hall is also responsible for Commercial Radio Australia’s research auditing).
“The foundation of the survey has been built by Ipsos on world’s best practice, and we have ensured from the very beginning that every aspect of this project has been beyond reproach,” Mr Hollands said.
“As a result, the industry is extremely proud of emma going into market today with full transparency and the utmost commercial integrity,” he said.