Third magazine publisher drops circulation metric

Third magazine publisher drops circulation metric

And then there were three . . .

The last of Australia’s three major magazine publishers, Pacific Magazines, has withdrawn from the Audited Media Association of Australia (AMAA) circulation audit.

The Seven West Media-owned publisher joins Bauer Media and News Corp Australia’s magazine division, which withdrew from the AMAA in the past week to focus on digital and audience focused measurement.

Each of the magazine companies uses Enhanced Media Metrics Australia (emma) for its readership numbers.

That survey is conducted by Ipsos Media CT and managed by The Readership Works, owned by the nation’s four major news media publishers – News Corp Australia, Fairfax Media, APN News & Media and West Australian Newspapers.

Pacific chief executive Gereurd Roberts said the expectations of its partners had changed alongside the transformation of its brands, which include Better Homes and Gardens, Marie Claire and New Idea.

“We’re being asked to deliver more granular, audience-based, cross-platform measures that better reflect how consumers interact with our brands, and the integrated solutions our clients require,” he said.

“The AMAA is a highly-regarded organisation and has been a valuable partner, however the circulation metric is no longer representative of our multi-faceted audiences, or our multi-faceted offering, and given the withdrawal of the other major publishers, is no longer representative of our industry.”

While hundreds of magazines continue to be audited by the AMAA, the loss of these big three publishers indicate a dire future.

Pacific has, however, left the door open to work with the AMAA on alternative or proposed measurements.

The AMAA wouldn’t comment on the latest departure.

Chief executive Josanne Ryan said earlier this week her organisation would “continue to work with members to provide verification solutions for their brands, along with our work across multiple channels and supporting accountability and transparency in the media trading ecosystem”.

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