Readership Works announces name of readership survey: ’emma’
The Readership Works today announced further details of its new newspaper and magazine readership survey, which is to be called Enhanced Media Metrics Australia, or emma.
The new measurement survey has been funded by the newspaper industry and developed by research company Ipsos MediaCT and will be a direct competitor to the existing metric run by audience measurement firm Roy Morgan.
Emma will start publishing data in the first quarter of the new financial year and will look at readership across all newspaper and magazine formats capturing data across print, website, mobile and tablets devices.
“We welcome the launch of this eagerly anticipated readership survey. We applaud the transparency, rigour and collaborative approach taken by The Readership Works during the development of the new service,” said Sophie Madden, CEO of the Media Federation of Australia.
Love this quote
“The introduction of seven days a week interviewing and using rich online data collection techniques will produce data that allows media agencies to better plan and execute newspaper and magazine investments on behalf of their clients.”
I doubt this is true. I wonder what ‘rich online data collection techniques’ are and will they really allow better planning and investment.
I don’t work for RM or have a lot of love for them, however they use an extremely robust methodology for collecting readership of print media, not necessarily sure it is as good for measuring digital readership. There is nothing about using rich (or more likely poor) online data collection (still recall based) that will provide a more reliable or robust measurement.
This was always a News vanity project. That’s an awful lot of money to spend to get poorer quality audience measurement.
It can’t be a news vanity project if fairfax is also funding it.