Warc, 20 August 2013
SYDNEY: Australian marketers are digesting the implications
of new readership data which suggests that newspapers and magazines have been
greatly undervalued in recent years, during which they have lost significant ad
dollars to other channels.
The EMMA metric, compiled by Ipsos and supported by the
industry trade body The Newspaper Works, indicated that newspaper readership
figures were up to 55% higher, and magazine figures as much as 102% higher,
when compared to the data supplied by Roy Morgan, the market research company.
Mat Baxter, chief executive at the UM media agency, told
B&T that "EMMA has got a more robust and more recent methodology
attached to it" and said his agency would be putting its full support
behind this metric.
He added that Roy Morgan had "failed to respond to the
needs of the market place" which had asked for greater detail, including
multi-platform and sectional readership.
"Agencies won't be able to afford to subscribe to the
two surveys," he concluded. "One is going to have to be sacrificed in
favour of the other."
Ad News noted that news and magazines could become more
favourable in the advertising mix as the cost per thousands impressions would
decrease, but cautioned that there were still several unknown factors,
including how much EMMA would cost media agencies and owners.
Among the leading newspapers, EMMA data indicated that 55%
more people read the weekday print edition of the Daily Telegraph than
suggested by Roy Morgan data. For The Australian and the Sydney Morning Herald
the equivalent uplifts were 47% and 45% respectively.
The most widely read paper, across all formats, was the
Sydney Morning Herald, which attracted 4.5m people every month, followed by the
Herald Sun (4.1m) and the Daily Telegraph (4.03m).
When considering newspaper inserted magazines, the
differences thrown up by the new metric were more varied.
The readership of Melbourne Magazine, for example, more than
doubled (+102%) under EMMA compared to Roy Morgan, but for others, including
the most-widely read titles of Sunday Style and Sunday Life, the figures were
mostly comparable.
Data sourced from Ad News, B&T; additional content by
Warc staff
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