Bauer Media Withdraws From AMAA, Signs Up To Controversial Emma Data
Bauer Media has made the decision to ditch its AMAA circulation reports, and instead sign on to Enhanced Media Metrics Australia (emma)’s readership data, in addition to the existing readership data it receives to from Roy Morgan.
It comes off the back of a decline in circulation figures of late, and the closure of a number of magazines including the iconic youth title, Dolly, in recent weeks.
Bauer CEO Nick Chan said, “In an increasingly competitive media market we have to focus on the total audience delivery of our brands, rather than a measure which is based only on copy sales.
“This will make our magazines more competitive with other main media such as television, radio and OOH, which is already traded based on the size of audiences.
“The AMAA is a highly effective organisation, but circulation audits do not properly represent how consumers are interacting with our brands across different platforms, nor do they reflect the integrated media discussions we are having with our advertising clients.
“Connected audiences across multi-media channels is where we see the future of magazine brands in Australia.”
But the disparity between the figures from the AMAA and emma data is worth noting with emma often telling a different story to that of the AMAA industry circulation figures.
For context, in October’s monthly emma data, Bauer’s Cosmo snagged an average 344,000 readership per issue, while recently-closed Dolly was 169,000.
The AMAA survey ending June 2016, however, revealed that Cosmo dropped to a circulation of just over 45,000, with Dolly also falling by 26 per cent to 30,010 year-on-year.
Chan added, “The addition of EMMA and in particular its fusion of Nielsen’s digital audience data, will give advertisers greater visibility on the consumers engaging with our brands.
“In addition to the data from Roy Morgan, we have the most granular view of total magazine brand audiences across print and digital channels.”
The EMMA readership survey, conducted by Ipsos, is a single source media and consumer insights survey providing data including demographics, media consumption, lifestyles and psychographics which is released monthly.
Latest News
The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021
Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]
Val Morgan Outdoor Launches Next-Gen Screens At World Square
Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]
Yeesum Lo Joins 10 ViacomCBS As Head Of Development
It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]
Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
The Top 100 TikTok Creators, Trends And Videos In 2020
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
Fleur Head Steps Into MD Role At VMLY&R New Zealand
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Spotify Wrapped 2020: Bad Bunny Tops Most Streamed Artist
Bad Bunny tops Spotify's most-streamed list for 2020. Which certainly begs the question - who the hell's Bad Bunny?
Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
ABC Responds To Oz Allegations Over Four Corners: “We Don’t Use Private Investigators”
ABC's Four Corners saga looked all set for a rather juicy twist. However, someone's de-juiced it by denying it all.
AIA Australia Partners With Yet Another AFL Team
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
These Are The Most Engaging Christmas Ads Of 2020
Did your Christmas ad not make this year's top 10? Ready your flimsy excuses for when the client calls with this.
“Ageism Is Alive & Well” Why Ad Veteran Steve Allen’s Appointment Is Proving Such A Big Deal
We won't tolerate ageism in any shape or form here at B&T. But if our editor plays Neil Diamond one more bloody time!
Apple Ads Spark $16M Lawsuit
Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.
Seven Heaps More Pressure On Cricket Australia As It Threatens To Sue For “Millions”
Advertise on Seven? Looking forward to your annual knees-up in its corporate box at the cricket? Shelve those plans.
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
“Jules & Vincent Are Back!” John Travolta & Samuel L Jackson Reprise ‘Pulp Fiction’ In Oddball Christmas Ad
Bank ad reprises classic 'Pulp Fiction' moments. Mercifully sans the Gimp or that scene with the samurai sword.
How People-Based Identity Will Change The Way Marketers Think About Success
Work in marketing? Is your measure of success keeping your gout under control? Think again with this informative read.
DDB Sydney Grows Creative Team By Six
DDB Sydney announce six new recruits and, sad as it is to report, not a hula hooper or sword swallower amongst them.
Guide Dogs Australia Launches ‘An Experiment In Trust’ Via Thinkerbell
Not that it's explicit on the brief, but if there's ever a pitch where you play it straighty one-eighty it's Guide Dogs.
“This Is A Match Made In Heaven”: Salesforce Acquires Slack For $37.6 Billion
Did your careers adviser suggest tech but you stubbornly chose advertising? Realise the folly of your ways on this news.
Study: Wine Now Aussies’ Favourite Tipple, As We’re Downing 100 Million Alcoholic Bevvies A Week
Here's the latest stats into Australia's drinking habits. B&T staff apparently receiving "high achieving" status.
Verizon Media Sets Out ‘Advertising For Good’ Agenda At 2021 Showcase
B&T was a lucky attendee at the Verizon upfronts last night. Unfortunately, not taking home the garden gnome door prize.
New Campaign Urges Aussie Ad Creatives To Get Real About Gender Equality Messages
Feel terrible your ads aren't inclusive, gender neutral & diverse enough? Feel the screws tighten a little more here.
Psembi Kinstan Joins McCann Melbourne As Executive Creative Director
Highly-awarded Psembi Kinstan joins McCann Melbourne. Thought better of bringing his medals & certificates on first day.
MediaSmiths Appoints Jack Geraghty As Senior Account Planner
MediaSmiths appoints Jack Geraghty as senior account planner. Excellently, deploys wind machine for press photo.
DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Nine Announces First Hires For Powered Enterprise
B&T would love to report that Spock, Scotty & Leonard McCoy had been hired for Nine's Enterprise but, alas, not to be.
Tom Pitney Promoted To Strategy Director At Junkee Studio
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
Finally, it's some good news relating to ad spends! Sadly, it's still all bad news when it comes to China hating on us.
Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
Has the thought of chronic dysentery put you off a cruise holiday? Mercifully, COVID's arrived to end those concerns.
