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Readership Works' emma Ready to Deliver

June 27 2013

In Australia, industry body The Readership Works has finally got round to naming its new newspaper and magazine readership survey, three years after Ipsos MediaCT was selected to run the programme. It's to be known as 'emma' - Enhanced Media Metrics Australia.

Mal DaleBack in 2010, The Readership Works, which is a subsidiary of industry association The Newspaper Works, was launched to oversee the readership tender and the subsequent development and ongoing provision of the new metric. This will be managed by Ipsos MediaCT MD Simon Wake, who joined the firm earlier this year from Fairfax Media.

The survey is funded by the newspaper industry and is a direct competitor to the existing metric run by audience measurement firm Roy Morgan. Resulting data gathered from more than 50,000 people a year will be published in the first quarter of the new financial year, and will examine readership across all newspaper and magazine formats including print, online and mobile devices, including tablets.

Mal Dale (pictured), The Readership Works General Manager, comments: 'Media agencies and advertisers have been calling for cross-platform accountability and greater accuracy, transparency and frequency of data. The publishing industry has listened and emma is about to deliver.'

Web site: www.thenewspaperworks.com.au .

All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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