Community and small regional titles are measured by a combination of survey and statistical modelling, making emma the most comprehensive source of Australian print readership and the only readership source for many smaller titles.

Ipsos has built a bespoke model  based on a combination of survey results, ABS data on the population characteristics of each area, the types of newspapers being measured and audited circulation information which enables a solid projection of readership to be made. This combination of survey and statistical modelling, makes emma the most comprehensive source of Australian print readership and the only readership source for many smaller titles.

The model has been independently audited.

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