World’s Largest Print Engagement Study

World’s Largest Print Engagement Study

The Readership Works has unveiled its latest print audience analysis tool for 189 Australian printed magazines and newspapers, which is designed to “pull apart” publications and showcase the unique relationship each publication has with its readers.

The development of the EQ (Engagement Quotient) within the EMMA metric aims to “significantly change the way in which print is bought and sold,” Mal Dale, general manager of The Readership Works, said at a media briefing.

With a study size of 20,000, the new survey is the largest ever undertaken of print audiences anywhere the world. All respondents were 14 years or older.

The engagement metric will look into five different areas of engagement with a print publication; source, loyalty, motivation, connection and actions. However the five headline sections can be broken down further, leading to 16 different attributes the metric will measure every title against.

EMMA-EQ

“What we’ve found is the data really pulls titles apart and you can really understand the different interplays titles have with different audiences,” Simon Wake, managing director at Ipsos MediaCT, said at the briefing.

“Audience size in itself is a bit of a blunt measure, but it’s an important measure,” Wake added.

“What this provides is this next layer down, this deeper understanding of the emotional attachment that readers have with certain titles, the behaviours that they operate within … also it provides a real understanding in the context and the editorial environment and how people interact with those titles.

“This only works if it provides agencies and advertisers with a better way to target audiences. That’s the core of this… and to provide the basis for better investment decisions for advertisers.”

The EQ measure is likened to a profiling tool, the unique DNA of each publication, regardless of audience size.

“It’s an index based representation of engagement across all these dimensions,” Adam Hodgson, research and operations director at Ipsos, said.

The average score for publications across the various engagement axes is 100, so the release of Fairfax Media’s first lot of EQ scores show its publications rating higher in different areas than its competitors.

The Australian Financial Review both had its highest scores for the weekday and weekend edition in the ‘Enriched’ section which falls under the ‘Connection’ section, as can be seen above.

The Sydney Morning Herald’s weekday edition scored highest in the ‘enriched’ section, with its weekend paper seeing its highest EQ score in the ‘Consider’ section’ which is found in the ‘Action’ engagement axis.

See below for the full table of Fairfax’s titles, obtained from the press release.

Fairfax-EQ




Please login with linkedin to comment

Interior newspapers Office The Australian

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]