Australia’s cross-platform audience insights survey emma (Enhanced Media Metrics Australia), will launch an enhanced Media Planning Tool that, for the first time in Australia, allows media planners to identify the impact of the complete readership life of the magazine.
Research conducted by the Magazine Publishers of Australia shows that a large proportion of magazine readership occurs outside the publication period, reflecting the findings of similar overseas studies.
Readership data from the emma survey, which tracks issue specific magazine reading across 12 weeks for monthly magazines and across four weeks for weekly magazines, confirms the MPA findings and provides up to date, title by title information on the longitudinal nature of magazine reading.
emma’s media planning tool will allow users to see the distribution of magazine readership from an ad insertion over subsequent days and weeks for the complete readership life of the magazine.
“For the first time in Australia, planners can identify the impact of magazine readership by day and week, similar to electronic and digital media, which allows a more accurate interpretation of impact in econometric modelling by media planners,” Ipsos Connect executive director, emma, Jane Nicholls said.
“It will enable the correlation of magazine readership over time with other elements of the media plan, or alongside key metrics such as sales of the product advertised. This in turn can facilitate comparisons with sales and other key marketing metrics to enable the impact of magazine advertising to be better understood, planned and booked.”
The enhanced Media Planning Tool will launch later this month. It follows Ipsos’s partnership with Eyeota to deliver emma’s geoTribe’s audience data segments and the integration of the out-of-home audience measurement system with emma.