Bauer Media has this week announced its decision to withdraw from the Audited Media Association of Australia (AMAA). It will instead, invest in Enhanced Media Metrics Australia (EMMA) in 2017.
A media release from the company states that, due to the delivery of content to different audiences across multiple channels including digital, social media and events, the audited circulation data no longer reflects its entire magazine ecosystem.
Bauer CEO Nick Chan says: “In an increasingly competitive media market we have to focus on the total audience delivery of our brands, rather than a measure which is based only on copy sales. This will make our magazines more competitive with other main media such as television, radio and OOH, which is already traded based on the size of audiences.
“The AMAA is a highly effective organisation, but circulation audits do not properly represent how consumers are interacting with our brands across different platforms, nor do they reflect the integrated media discussions we are having with our advertising clients. Connected audiences across multimedia channels is where we see the future of magazine brands in Australia.”
By investing in EMMA, alongside existing readership data from Roy Morgan, Bauer will still be able to provide advertisers and agencies with insights and audience numbers, but, they hope, with more clarity.
Chan adds: “The addition of EMMA and in particular its fusion of Nielsen’s digital audience data, will give advertisers greater visibility on the consumers engaging with our brands. In addition to the data from Roy Morgan, we have the most granular view of total magazine brand audiences across print and digital channels.”
