Readership Works Adds Geo-Targeting to emma

In Australia, industry body The Readership Works and agency partner Ipsos MediaCT have added geo-targeting capabilities to the emma cross-media newspaper and magazine readership survey, to help users with hyper-local marketing and media planning.

emma (Enhanced Media Metrics Australia), which is funded by the Australian newspaper industry, gathers data from more than 54,000 people to rate readership across all newspaper and magazine formats including print, online and mobile devices. Last month, The Readership Works enhanced the study by adding a new engagement metric, designed to demonstrate a reader's unique relationship with specific printed newspapers.

The latest update will provide media planners, advertisers and publishers with relevant audience profiles to help them plan newspaper media ad buys at a local level. Users of the tool will be able to make comparisons of local area markets, while ranking markets and local market segments by spending potential.

Other new data has also been added into emma: household income and spending figures from the Australian Bureau of Statistics' Household Expenditure Survey; and data from two Ipsos reports, covering healthcare and health insurance, and food and health.

Ipsos MediaCT MD Simon Wake (pictured) comments: 'These innovations give our subscribers even greater ability to develop the best in-depth consumer profiles when planning their campaigns. There will be further innovations announced in the coming months, which will ensure emma provides a superior modern product.'

Web site: www.thenewspaperworks.com.au .