EMMA ditched, Roy Morgan returns in industry measurement shake-up April 22, 2021 10:44 Media industry alliance, Think News Brands, will cease to use its measurement platform, Enhanced Media Metrics Australia (EMMA), in favour of Roy Morgan’s ‘Total News’ metric from 1 July. The organisation said this move comes after it “listened to the industry and acknowledged the need to implement a single unified readership metric for total news, produced by one entity rather than with multiple data sources”. . ADVERTISEMENT EMMA was founded prior to its implementation as the measurement metric by The Readership Works, using print readership data from Ipsos and Nielson for its monthly digital datings. It replaced Roy Morgan as the measurement body for the news industry some eight years ago. In July 2020, The Readership Works put the call out for expressions of tender for EMMA.