MPA endorses new EMMA insights

MPA endorses new EMMA insights

The soon-to-be-released audience insights survey, emma™ (Enhanced Media Metrics Australia) has gained the endorsement of the Magazine Publishers of Australia (MPA).

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emma™ is The Readership Works’ new cross-platform audience insights survey being developed by Ipsos MediaCT that will reveal how people engage across all media platforms – from print to digital.

The MPA, whose members include Bauer Media Group, Pacific Magazines, NewsLifeMedia and Readers Digest, will be represented at The Readership Works’ board meetings by Pacific Magazines.

CEO Nick Chan and Bauer Media Group CEO Matthew Stanton said emma™ will provide greater depth and robustness around reader insights for advertisers.

“The best outcome is to work together with The Readership Works to allow advertisers and media agencies to make the best investment decisions,” Parkes said.

The MPA and the Media Federation of Australia have both been consulted throughout the development of the insights, while Neilson has contributed its IAB Australia endorsed online audience ratings data.

The Readership Works general manager Mal Dale said; “emma™ will provide a more complete picture of how people engage with newspapers and magazines across all platforms with greater accuracy, transparency and frequency of data."

"We are delighted that the MPA has chosen to support emma™, and its involvement in the new survey will bring with it all the benefits of industry cooperation.”