EMMA data shows wild swings in online magazine audiences

By Brendan Coyne | 6 September 2013
 

The latest magazine readership figures from Ipsos suggest stable total audiences. But Nielsen data used to calculate web audiences shows wild swings in visitor numbers.

Released today, EMMA figures show rolling monthly averages for the year to July 2013. The data cannot provide a year-on-year picture because Ipsos needs 24 months data to provide a reliable measure. So it can only be compared to EMMA data released last month.

Across newspapers and magazines, EMMA data last month showed huge disparities when compared with readership data from incumbent provider Roy Morgan. The two metrics use different methodologies.

Latest EMMA print data for magazines suggests most peaks and troughs are single digit. Across total audience figures, it's the same picture, apart from Cleo, which fell about 22% to 447,000. Its print readership was little different to the figures published by EMMA last month but the number of people accessing its website dropped 57%.

EMMA uses Nielsen Online Ratings for web traffic, which feeds into its total audience numbers.

According to that data, web visitors for Australian Women's Weekly fell 37%, Better Homes and Gardens declined by about a quarter and Men's Health by 41%.

Conversely the number of people visiting New Idea's website soared 170%, according to Nielsen's figures.

See last month's total audience report here and the new numbers below.

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