It’s a LOVE thing

A spe­cial re­la­tion­ship ex­ists be­tween print pub­li­ca­tions and their read­ers.

The Works - - CONTENTS -

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.

emma En­gage­ment

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

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.

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