News Corp Australia has put its full weight behind the Readership Work’s new print insights arm EMMA (Enhanced Media Metrics Australia).
The publishing giant has described the yet to be released EMMA as its “preferred readership measurement currency”.
News added that it has not renewed its readership subscription with Roy Morgan Research.
The first results from EMMA are set to be released on Monday, jsut days after Roy Morgan launches its own readership data. It's being hailed as a 'key moment' for print publishers.
News group sales director Fiorella Di Santo confirmed that EMMA’s data and insights will be incorporated into all commercial negotiations.
Di Santo said: "Ipsos MediaCT is a globally respected leader in audience measurement. The accuracy, sophistication and comprehension of the data EMMA captures is unrivalled in the local industry."
She added that EMMA gives News Corp Australia a “deeper understanding of our customers, their motivations and consumption habits. Its landmark fusion with Nielsen Online Ratings, the official IAB preferred supplier of online currency, means advertisers can, for the first time, understand how consumers are accessing our mastheads and brands across platforms providing more accountability and transparency in their commercial decision making."