EMMA: Same same, but slightly different
The first new set of monthly Enhanced Media Metrics Australia (EMMA) readership data has been released today, with newspapers and magazines showing marginal declines in readership.
While the first EMMA data released last month covered the overlapping 12-month period to June 2013, the latest release is for the year to July 2013, with the major publishers posting a steady if unspectacular set of results.
The Newspaper Works, which commissioned the survey together with Ipsos, has said the first monthly EMMA data “shows stability in the newspaper audiences", while Fiorella Di Santo, News Corp Australia’s group sales director, added: “Today’s release of EMMA data confirms the continued growth of newspaper audiences across print and online".
See the rationale behind the new EMMA metrics here
So do the latest EMMA figures match the positive commentary?
While no masthead plunged off the proverbial cliff, most have continued to leak readers.
Fairfax and News Limited did manage to get two of their Sunday offerings into the black (Herald Sun, +0.34%, Sunday Herald Sun, +0.8%).
The Saturday Sydney Morning Herald suffered the biggest drop, down 2.4%, while the Monday to Friday Australian Financial Review finished top of its class with a 1.28% spike in readership. The Australian weekday (-1.67%) and weekend (-1.89%) struggled, while the Monday to Friday SMH fared little better, down 1.22%
The Sunday Telegraph (-0.73%) remains the nation's most read newspaper.
“There are two things to keep in mind in analysing these numbers. Firstly, we are looking at incremental change from the previous EMMA numbers, rather than year-on-year. So, the movements tend to be smaller,” explained research & insights manager at The Newspaper Works, Simon Baty, adding that total cross platform audiences are measured over a period of a month.
New EMMA montly newspaper readership data:
It's similar story with regard to EMMA’s magazine data, with the majority titles experiencing minimal drops in readership, but with a number increasing their numbers.
Better Homes and Gardens (+1.17%) extends it lead at the top of the most read mag in Australia table, followed by Australian Women’s Weekly (-0.45) and Women’s Day (-0.66%). Shop Till You Drop saw the biggest slide (-5.23%), while Men’s Health (+3.84%), Take 5 (1.24%), and Super Food Idea (+1.25%) all enjoyed an uptick in readership.
New EMMA montly magazine readership data:
The monthly EMMA figures also include digital numbers for mastheads, although these are taken from responses over the past four weeks, rather than the whole year, so Nielsen online data can be ported on top of them aggregating print, web, mobile and tablet.
For newspapers, there was somegood news on the total masthead front, with most securing increases. The figures show the SMH stayed on top with a total audience of 4,719, which jumped from 4.543m in the last EMMA release.
The Herald Sun has 4.168m total masthead readers, Daily Telegraph has 4.094m, The Age has 3.337m, The Australian 3.126m,The Courier Mail 2.834m, The west Australian 1.998m, the Adelaide Advertiser 1.459m and The Australian Financial Review 1.338m. All of these represent increases, except in the case of The West Australian
For magazines, including digital editions, Woman’s Day reached nearly 3.854m people, New Idea 3.588m (up from 3.499m), AWW 2.712m and Better Homes 2.531m.
Please login with linkedin to comment
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.