Ipsos hires Fairfax exec to lead new readership metric

Research firm Ipsos has installed Fairfax Media executive Simon Wake to lead the new print readership survey when it is released in the coming months.

Wake will move from marketing and circulation director at The Financial Review Group to oversee release of the new readership metric, produced in conjunction with The Readership Works to replace Roy Morgan Research’s criticised readership study.

The publishing industry is undergoing significant change as it adapts to new audience behaviours, Wake says. “Publishers are responding quickly through new developments in printed and digital platforms and our research will provide the most accurate measure of consumer behaviour across these multiple-platforms for publishers and advertisers.”

“Wake will bring a wealth of experience to bear on the development of this new survey and we look forward to bringing new insights to the market in the near future,” Ipsos’ soon-to-be ex-CEO adds. Amoyal is set to move on to another role in the company, The Australian reports.

Wake spent nine years with Fairfax, following roles with ANOP Research Services and Millward Brown in Australia and the UK. He will head up Ipsos’ MediaCT division as managing director.

The Readership Works metric is set to launch before the end of June, responding to criticisms that Roy Morgan’s measure overstates the number of readers.

Ipsos is yet to announce a new CEO.