The Sunday Times welcomes launch of EMMA

The Sunday Times‘ Managing Director Michelle d’Almeida, has welcomed today’s launch of Enhanced Media Metrics Australia (emma™), saying it will provide more accountability and confidence during campaign planning.

“Today, West Australian advertisers and media agencies will have access to the industry’s most accurate readership methodology.

“Produced by globally respected audience measurement company, Ipsos, emma helps us give our customers a more complete picture of who consumes our products, unduplicated, on all platforms.

“With emma, we now confidently know that 1.1 million West Australians access The Sunday Times and PerthNow across platforms each week – that’s 27 per cent more than previously measured.

“When you consider the wider News Corp’s portfolio in Western Australia, we give advertisers access to 1.4 million West Australians.

“We have more content in more categories than any other media brand in WA. We offer advertisers the state’s number one food brand – taste.com.au and the state’s number one health brand – body+soul. When you combine this with WA’s fashion bible STM, the state’s leading TV guide as well as our unrivalled reach on Sunday, News Corp in WA becomes an exceptionally compelling destination for WA advertisers.

“In addition, the insight about our audiences the granular targeting emma and our news+ subscription product provides means we have a stronger understanding of our consumers than ever before giving advertisers more assurance in their commercial decision making.

“We are looking forward to working with media agencies and advertisers in producing innovative and creative campaigns that better target their consumers.”

News Corp Australia last week announced emma as its official readership currency.