Aug 19, 2013

Struggling newspapers rewrite the rules on measuring readership

The newspaper industry has come up with its own system for measuring readership -- and surprise surprise, the results look better. But will this allow them to jack up their advertising rates?

Matthew Knott

Former Crikey media reporter

Media buyers have quashed the idea of newspaper and magazine publishers lifting their advertising rates despite the launch of a new readership survey estimating newspapers have up to 90% more readers than previously thought.

New readership survey “Emma” — run by Ipsos Media and commissioned by newspaper industry body The Readership Works — is going head-to-head with Roy Morgan Research, which previously had a monopoly over readership results.

Free Trial

Proudly annoying those in power since 2000.

Sign up for a FREE 21-day trial to keep reading and get the best of Crikey straight to your inbox

By starting a free trial, you agree to accept Crikey’s terms and conditions


Leave a comment

6 thoughts on “Struggling newspapers rewrite the rules on measuring readership

  1. Bill Hilliger

    Some are saying that, Mr Abbott if elected, will do a one off bail out by way of government assistance that is similar to the car industry plan. Furthermore, it is said that a well known elderly former Australian now living in America has been tweeting our soon to be elected PM about the possibility of the ABC being privatised so he can improve the ABC sagging quality of its TV broadcasting. Anyone out there, is this true?

  2. ric lagasca

    News Ltd came up with Emma because the readership data demonstrated that they were giving away too many papers to people who don’t read them. Morgan data is embedded in the industry and covers a very wide range of buying. Emma has no hope with a small sample and no multimedia range.
    The wonder is that Fairfax actually agreed to this. Have it look at what Emma does to them.

  3. klewso

    Of course this is the sort of “research” you’d be happy to pay for?

  4. David Frost

    My Railway Kiosk’s paper sales have fallen from 800 a day to just over 200 a day in the last five years. Enough said. Newspapers are dead. It is just that so much money has been invested in the infrastructure, no one can work out just how to bury them.

  5. Bruce Park

    Sanity check: ad rep walks into ad agency with rate card and Emma data. Ad agency rep pulls up Morgan data. Does ad rep debate the data or go with the client choice?
    End of story: Ad rep quits and goes to work for smarter people.

  6. bluey50

    “Murray of Brisbane” has noted that is a site run by Fairfax.


Share this article with a friend

Just fill out the fields below and we'll send your friend a link to this article along with a message from you.

Your details

Your friend's details