A publisher seeking to have a title measured by emma should complete an application form, which can be accessed here.  Applications for measurement will be considered by The Readership Works and a response communicated in writing to the publisher.

The information on this page is provided as guidance.  Should further information be desired, publishers may contact The Readership Works via info@emma.com.au.

The Readership Works has the sole right to determine the list of publications measured by emma.

The Readership Works may therefore, at its own discretion, include a title for measurement by emma without having received an application from the publisher.  It may also, at its own discretion, elect to continue measuring a title after its publisher has stopped subscribing to emma for that title.

Acceptance of a title for measurement does not guarantee publication of data – publications measured must meet defined standards in order to be reported.  These are available here.

Types of publication measured by emma

emma measures a selection of publications of the following types:

  • Newspapers (National, Metropolitan, Regional and Community)
  • Magazines
  • Newspaper inserted magazines

Titles are measured across one or more of the following platforms:

  • Print
  • Website
  • App
  • PDF

 Criteria guiding decisions on applications for measurement

Applications for measurement will be considered by The Readership Works, taking into account the following factors (the order of listing does not indicate the relative importance of the factors). TRW reserves the right to also take into account other factors  which it considers relevant or appropriate for applications for measurement.

Audience targeted Emma is a survey of the population aged 14+ designed to measure readership of consumer publications.  The titles measured must reflect this.
Advertising carried The purpose of emma is to measure titles carrying display advertising.
Circulation The reliability of any circulation estimates available for the title.  Audited circulation carries greater weight than unaudited.  Regional and community titles must be audited to AMAA (Audited Media Association of Australia) standards to ensure there is a consistent and reliable measure for all those titles which are included for measurement. Details of AMAA auditing requirements are available from AMAA.
Frequency of publication Only titles publishing at quarterly intervals or more often will be accepted.  Titles published at non-standard intervals should note that their readership estimates might be affected.  (The standard intervals are daily, 2-4 times weekly, weekly, fortnightly, bimonthly or quarterly).
Duration of measurement The purpose of emma is to measure continuous publications.  The publisher should therefore intend the title to be measured by the survey for more than one year.  Continuous publications include seasonal titles, which are published on an ongoing basis but only during specific months of the year.Except in the case of closure, six months’ notice of withdrawal must be given.
Exceptional issues If there are grounds to expect exceptional difficulties in measuring a title or reasons for supposing that a readership estimate will be distorted this will mitigate against inclusion of a title.  Split runs of magazines may for example cause problems in measurement, given that the emma methodology uses magazine covers as stimulus.
Reporting standards In order to deliver robust audience estimates, titles are reported only if they meet defined reporting standards.  There must be an expectation that a title applying for measurement will meet these standards.In general it is unlikely that trade, business, professional and special-interest titles will meet these standards, given that emma measures a broad population sample aged 14+.  Reference is made to the AMAA (Audited Media Association of Australia) typology in this regard.
Competitor titles In order to accurately measure a title, it is often necessary to also measure competitor titles to avoid respondent confusion.  The extent to which similar titles are already measured by emma may therefore also impact on the practicality of including a title for measurement.
Subscription Willingness of the publisher to subscribe to the emma data for the title.
Market demand The Readership Works’ estimation of the degree of interest in the title among emma users.

Deadlines for application for measurement

Emma considers applications for measurement of new titles from publishers that are not existing emma subscribers on a quarterly basis, according to the following calendar:

Fieldwork period Deadline for application
Q1 (January-March) 31st October
Q2 (April-June) 31st January
Q3 (July-September) 30th April
Q4 (October-December) 31st July

Decisions on applications for measurement

Applications for measurement will be considered by The Readership Works and a response communicated in writing to the publisher.