News cuts ABC and CAB to focus on EMMA stats

Dec 10, 2017 at 10:32 pm by Staff


News Corp Australia is abandoning 'traditional' circulation and audience reporting in favour of the EMMA metric it helped establish four years ago.

The immediate withdrawal follows what News says was an extensive review with more than 100 advertisers and media agencies.

Executive chairman Michael Miller said circulation was no longer an indicator of how media is consumed, and was "out of step" with how the advertising industry operates. "Media buyers and advertisers plan media based on the audience that engages with our mastheads, not the number of papers sold," he said.

The January to June 2017 circulation audit becomes the last for News Corp titles, which withdraw from ABC and CAB immediately.

Miller says total audience is "the chosen metric" that advertisers and media buyers now use to make their media buying decisions and to compare alternatives across all main media, "so it's a natural course of action for us to meet the market by using one, primary metric".

Sections: Newsmedia industry

Comments

or Register to post a comment




ADVERTISEMENTS


ADVERTISEMENTS