Publishing giants swoon over EMMA numbers

Publishing giants swoon over EMMA numbers
SHARE
THIS



Australia’s major publishers have given a ringing endorsement to EMMA (enhanced media metrics Australia), which was released this morning.

News Corp CEO Julian Clarke (pictured), who last week took over the reins from former boss Kim Williams, went called it "an historic occasion for the media industry”.

In his statement, Clarke had a veiled dig at EMMA's chief rival, Roy Morgan Research, stating that “For years, media companies and advertisers have been crying out for a truly accurate measurement of what people are actually consuming across all platforms."

Clarke added that EMMA delivers “the accountability and transparency that marketers and their agencies have been asking for".

"EMMA verifies the strength and vibrancy of newspapers, and confirms what the industry has thought for some time – that true readership is significantly higher than previously measured. For example, News Corp Australia’s total Monday to Friday audience is 31 per cent greater than had been reported,” said the News chief.  

Allen Williams, managing director at Fairfax's Australian Publishing Media, agreed in welcoming the new readership survey and stated that it gives the industry “a complete picture of our audience performance”.

“It is clear circulation has not been an adequate measure for modern media companies and has not provided the correct picture of the performance of our products,” said Williams.

Meanwhile, magazine publishers have been equally lavish in their praise.

“As an industry, we continue to demonstrate to advertisers the true power of magazines, both in size of audience and depth of engagement across platforms," said Magazine Publishers Australia executive director, Robin Parkes.

"EMMA allows us to do that with a greater depth of analysis, insights and more timely reporting. Magazines, like all mainstream media, are feeling the effects of a flat advertising market and continuing difficult retail conditions. However, readership of magazines is still remarkably strong. The new EMMA data shows that 72% of adults read magazines and the ABC figures show that 12.1 million magazines are sold in Australia every month," he added.

Pacific Magazines, the publishing arm of Seven West Media, which holds a gross readership share of 31.3% achieved with only 17 titles, said EMMA offers publishers improved timeliness and new insights into how readers enjoy magazine brands.

Nick Chan, CEO of Pacific Magazines, said: "EMMA has highlighted the strength of the Pacific Magazines portfolio, with an impressive 31.3% market share. Better Homes and Gardens is Australia’s most read magazine – and seven Pacific Magazine titles are number one in their categories.”

Peter Zavecz, commercial director at Pacific Magazines, added: “For the first time, Better Homes and Gardens has taken the lead as the country’s number one most read magazine. This incredible result is testament to the strength of the powerhouse multi-media brand – and the hard work of editor Julia Zaetta and the team."

Please login with linkedin to comment

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]