The new engagement metric confirms magazines drive action in the market. On average, 95%* of readers said they use magazines to find information about the things that interest them or to learn something new. 87%** saw products in their magazines that interested them or that they wanted to buy and more than 7 out of 10*** readers say that they are inspired to do something after reading.
The new engagement metric by Australia’s cross platform audience insights survey emma™ (Enhanced Media Metrics Australia) was launched on June 23rd and is the world’s largest and most comprehensive study of print engagement with more than 20,000 respondents.
The engagement metric will provide reach and an Engagement Quotient (EQ) which will demonstrate the strengths of each magazine, regardless of readership size.
Mary Ann Azer, Executive Director of MPA said: “We are delighted with the emma™ study. What stands out is the level of action taken by readers once they read a magazine. We have a net action score of 88% averaged across all magazines, which is outstanding. This confirms that magazines have their place in the marketing mix and that they drive consumers to action. Consumers engage with magazines because they are seeking to be entertained, informed or inspired. They trust magazines and see them as cultural beacons and an authority.”
*Average across all magazines for the Motivation quadrant ‘Discover’
**Average across all magazines for the Action quadrant ‘Consider’
***Average across all magazines for the Connection quadrant ‘Inspired’
emma™ (Enhanced Media Metrics Australia) is Australia’s cross-platform audience insights survey for newspaper and magazines across print, website, mobile and tablet. emma™ was developed for The Readership Works (TRW) by independent research company Ipsos MediaCT which conducts national audience surveys and is the official measurement system in over 40 countries including the UK, Italy and France. Using sophisticated survey techniques, emma™ interviews 54,000 people a year, seven days a week. emma™ also has an agreement with Nielsen Online Ratings to fuse its data with emma’s data, providing greater cross-platform accountability, accuracy, transparency and frequency of data. emma™ is independently audited by Dr Rob Hall.