It’s a LOVE thing
A special relationship exists between print publications and their readers.
emma’s new engagement metric allows the special relationship between newspapers and their readers to be quantified for the first time
It’s a deep attraction no media agency or advertiser would deny, based on two distinguishing features of print publications. Newspapers and magazines are predominantly paid-for, and their content tends to be enjoyed on a somewhat intimate one-to-one basis.
In this environment, the quality of engagement between the reader and their favourite title is personal and strong, particularly in comparison to the more fleeting engagements of Outdoor or Radio.
This intimacy is consistently demonstrated in the new emma Engagement Metric launched in recent weeks. The data is a watershed for print media because it demonstrates the ability to quantify the depth and intent of this reader relationship.
It is the first time a consistent and comprehensive set of measures have been made available, although pockets of data have existed from individual publishers in the past.
The Engagement metric gives agency planners and brand marketers the power to better understand the true depth of the relationship a reader has with their favourite publications, and to select the most suitable environments to meet the needs of a campaign.
The emma Engagement Metric – based on a sample of 20,000 –
offers a complete picture of the relationship between readers and publications. Behavioural and attitudinal measures – brought together within the framework of five readily understandable axes – capture every dimension of the relationship. It begins with how a reader obtained the publication, the depth and nature of their interaction with it, and then any and all actions they took as a result of reading it. Each axis is broken down into “Quadrants” (or, in two cases, “Hemispheres”) so that key attributes can be identified by title.
The Engagement Quotient (EQ) highlights the individual strengths of each newspaper
and magazine. By a process of indexing, the size of a publication’s audience is taken out of the equation, to put all publications on a level playing field. In doing so, the attributes that define the relationship between a particular title and its readers are thrown into relief, helping to clarify what makes that relationship distinct in comparison with other newspapers and magazines.
From a numerical point of view, the Engagement of titles can also be captured with conventional thousands and percentages.