PANPA drop circulation categories in favour of emma audience data
The Newspaper Works will drop circulation categories from its PANPA awards to emphasise audience and readership monitored by its emma data next year.
Mark Hollands, CEO of The Newspaper Works, the industry body that runs the Pacific Area Newspaper Association (PANPA) annual awards, felt strongly they should reflect the changing nature of the business and the Enhanced Media Metrics Australia, or emma, is more able to do that.
Hollands said circulation figures no longer made sense to differentiate the categories, as newspapers move from one category to another when print circulations decline, which sees local newspapers with large circulations, such as the Manly Daily, pitted against established metro titles. The revamped awards will also include new categories to reflect digital developments.
Hollands said: “The whole thing is starting to look a little bit antiquated as the industry changes and this emma view of life is probably a better fit now. Circulation is just not the language now and its not really the focus of the businesses.
It is sad that at the very time that it became obvious that news media sustainability is based on paid sales that the industry metric shifts to estimated readership. Have they not noticed Google or Facebook yet?
Someone needs to take Australian news media leadership on a cruise – to the Bermuda Triangle.
If circulation of newspapers is no longer relevant, then why is newspaper of the year still the top prize?
Surely this would need to change with the times as well to news brand or masthead of the year?