Australian print media companies are soon to be introduced to a new readership measurement tool, to be developed by Ipsos.

Once developed, the tool will deliver sectional information and will aim to provide more frequent data releases. There is also the possibility of measurement of newspapers and magazines across multiple platforms, including print, online and mobile.

According to Mary-Ellen Vincent, managing director at Ipsos, Australia was considered to be at the leading edge of readership measurement. “It has long been apparent that while the world of publishing and advertising has advanced rapidly, the audience measurement that fuels this world has not.” Vincent said.

Ipsos MediaCT global chief marketing officer, Andrew Green said that a key change for the new survey is that it will be the industrys survey, not the vendors. “We plan to consult widely with publishers, agencies and advertisers as we fine-tune the various elements of the project.”