Haymarket Media engages Effective Measure across Asia-Pacific

This move will enable Haymarket's publications to gain a  deeper understanding of online readership profiles, audience spending habits as well as gain data on sections and articles readers are engaging with and why.  

“Measurement is now the pulse of the online business, it needs to have the latest technology, from real-time reporting to the management dashboards that support the editorial and advertising teams,” said Jeremy Vaughan, Haymarket Media Australia managing director.

“The highly competitive pace of digital publishing and shifting audience dynamics, particularly for the specialist industry sector, necessitates the most comprehensive digital audience analytic solutions available,” said Ben Sharp, managing director of Effective Measure Australia & New Zealand.

The solution will be deployed across Haymarket Media Asia’s publishing operations, which include the online titles Campaign Asia-Pacific, Campaign Asia Jobs, CEI Asia, CRN, FourFourTwo Australia, iTNews.com, PC & Tech Authority, ProPrint and SC Magazine Australia.

“Specialist magazines that 'live and breathe' their particular sector have a unique and important place in advising brands on how to position themselves most effectively in cross-platform opportunities,” said James Robertson, Effective Measure founder and senior vice-president, global accounts and market development.

Vaughan said that Effective Measure is working with the group to design and implement solutions that fit its business needs, such as real-time demographic profiling, which allows Haymarket to present compelling and relevant opportunities to its commercial partners, focusing on the value of its audiences not just their size.  

Effective Measure's platform gives Publishers Australia members 24/7 access to comprehensive audience data on their own dedicated dashboards, which will empower their negotiations and visibility with media agencies, advertisers and research organisations.