MPA to endorse emma

The Magazine Publishers of Australia (MPA) today announced that it will endorse emma™ (EnhancedMedia Metrics Australia), The Readership Works’ new cross-platform audience insights survey, which isbeing developed by Ipsos MediaCT.

The MPA, whose members include Bauer Media Group, Pacific Magazines, NewsLifeMedia andReaders Digest, will be represented at The Readership Works’ board meetings by Pacific MagazinesCEO Nick Chan and Bauer Media Group CEO Matthew Stanton.

“The MPA supports best practice measurement systems for all our stakeholders and emma™ will providegreater depth and robustness around reader insights for advertisers. The best outcome is to work togetherwith The Readership Works to allow advertisers and media agencies to make the best investmentdecisions,” MPA Executive Director Robin Parkes said.

“We are excited to be a part of emma™ and look forward to its forthcoming launch.

”The Readership Works General Manager Mal Dale said that the MPA had been consulted throughout thedevelopment of emma™ and has contributed, along with the Media Federation of Australia andindependent expert consultants, to its technical committee.

“emma™ will provide a more complete picture of how people engage with newspapers and magazinesacross all platforms with greater accuracy, transparency and frequency of data. We are delighted thatthe MPA has chosen to support emma™, and its involvement in the new survey will bring with it all thebenefits of industry cooperation.”

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