emma seeks research firm tenders

ThinkNewsBrands to retire emma metric system

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ThinkNewsBrands has appointed Roy Morgan to oversee news readership measurement from 1 July 2020, signalling the retirement of its metric system emma.

Enhanced Media Metrics Australia (emma) provides data for more than 600 newspapers and newsstand magazines, including over 150 community titles and over 250 regional titles.

The decision to retire emma follows an expressions of interest round announced in July 2020 for research firms to conduct Australian print audience measurement services from January 2023.

ThinkNewsBrands said “We have listened to the industry and acknowledge the need to implement a single unified readership metric for Total News, produced by one entity rather than with multiple data sources.”

The organisation said that the move to a Total News metric brings clarity to the industry as all advertisers, agencies and publishers will now rely on one measurement, approved and used by all parties, enabling better campaign investment decisions through simplified media planning tools.

The commencement of the partnership follows work between ThinkNewsBrands and Roy Morgan to further refine Roy Morgan’s well-established readership methodology across news in both print and digital formats.

When the partnership begins in July, updates will be made within the Roy Morgan database such as the inclusion of additional publications and an upgrade of categories to more clearly represent the news platform as a whole.

ThinkNewsBrands will continue to release quarterly readership data, now termed Total News, in conjunction with Roy Morgan, with the first data release scheduled for August 2021. Current users of emma will retain access to historical data to conduct comparative analysis where required.

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