Readership Works’ readership survey named Emma

Enhanced Media Metrics Australia (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 tablet devices; surveying over 50,000 a year.

The measurement survey has been funded by the newspaper industry as a direct competitor to an existing metric done by audience measurement firm Roy Morgan and was developed by Ipsos MediaCT which won the contract in 2010.

The Readership Works general manager Mal Dale said: “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.”