News Corp Australia has launched a trade advertising campaign highlighting the insights the news emma audience survey reveals about the company’s publications.
emma, the multi-platform readership measurement system developed by Ipsos MediaCT for The Readership Works, provides the most accurate picture of how Australians consume media.
The News campaign, an evolution of the company’s “Power of People” trade positioning, focuses on the strength and definition of News Corp Australia’s audience reach. It uses real Australians photographed in their own home to articulate who these audiences are.
News Corp Australia’s group sales director Fiorella Di Santo said that the new campaign aimed to give advertisers greater insight into News’ audience.
“I’m delighted to be evolving our ‘Power of People’ trade positioning with this new campaign that communicates, in greater detail, the audiences we provide advertisers.
“It is a fantastic expression of the asset base we have.
“emma is unrivalled in the industry. The granularity of the data means we have a deeper understanding of our audiences than ever before. For News, it confirms that across our audience of almost 15 million Australians we have the number one position in the key categories of sport, lifestyle, business and news across all platforms – print, web, mobile and tablet.”
News Corp Australia announced last month that it is using emma as its preferred readership currency.
The new trade advertising campaign will appear in print, digital and broadcast.