Readership modelling

There are around 100 local and community newspapers in Australia with audited circulations of 5,000 or less – plus a significant though unquantifiable number of unaudited titles. The challenge of measuring such titles in limited geographies within a single survey comes down to sample size. The same issue was tackled in the UK as long ago as 1990, when regional

Innovative methods

Respondents are recruited via telephone using Random Digit Dialling (RDD) on both fixed line and mobile and then go on to complete the emma survey online. The emma approach of recruitment via telephone ensures a more accurate population representation than either door to door recruitment or use of pre-existing survey panels both of which have inherent bias in the sample