The Readership Works (TRW) was set up in 2010 to introduce the next generation cross-platform audience measurement system for Australia’s newspaper and magazine industry, emma.
TRW is a wholly owned subsidiary of NewsMediaWorks and was responsible for conducting and completing all aspects of the 2010 tender process which led to the development of emma. TRW now manages the ongoing provision and evolution of emma through collaboration with industry partners and independent experts.
The print readership for emma is carried out by independent research company Ipsos, the global leaders in local audience measurement, under its agreement with TRW. Ipsos has unrivalled experience conducting audience measurement surveys and measures readership in more countries across the globe than any other research company.
The digital audience data contained in emma is provided by Nielsen, the largest research company in the world. Digital audience data is created to the specification created by the peak digital industry body IAB Australia.
TRW, Ipsos and Nielsen have consulted extensively and collaborated with industry bodies including the Media Federation of Australia (MFA), Magazine Networks and the Australian Association of National Advertisers (AANA) and the Internet Advertising Bureau(IAB). Leading media research industry experts, including Ian Muir and Sol Lebovic and independent auditor Dr Rob Hall, have also been involved in the development and the ongoing oversight of emma.
Technical and methodological governance and advice for emma is provided by the TRW technical Committee, comprising technical representatives from all major news media and magazine publishers along with independent technical consultants.
Newspaper + magazine titles
emma is powered by global research experts Ipsos and Nielsen. It is independently audited by Environmetrics and was designed with the input of the Media Federation of Australia.