emma Adds Magazine Impact Measure

Australian industry body The Readership Works has added a media planning tool to its 'emma' cross-platform audience insights and readership survey, allowing planners to track the 'complete' readership of magazines over time.

Launched in 2013, emma (Enhanced Media Metrics Australia) is funded by the Australian newspaper industry and run by Ipsos MediaCT, which examines readership across all newspaper and magazine formats including off- and online. The new Media Planning Tool allows users to see the distribution of magazine readership from an ad insertion over subsequent days and weeks, for the complete 'readership life' of the publication.

Jane Nicholls (pictured), Executive Director - emma, for Ipsos Connect, comments: 'For the first time in Australia, planners can identify the impact of magazine readership by day and week, similar to electronic and digital media. This will enable the correlation of magazine readership over time with other elements of the media plan, or alongside metrics such as sales of the product advertised. This in turn can facilitate comparisons with sales and other marketing metrics, to enable the impact of magazine advertising to be better understood, planned, and booked'.

Web site: www.emma.com.au .