With the pieces all in place, The Readership Works has set a date for the launch of its Emma measurement study.

Newspapers and magazines are covered by the new survey, Enhanced Media Metrics Australia, which starts on August 19.

The metric is backed by Australia’s biggest newspaper companies as a solution to address multimedia publishing of content across multiple platforms.

First results will combine data from all platforms including tablets and mobile with Nielsen Online Ratings. Readership Works general manager Mal Dale says he believes the development has “met and exceeded” calls from media agencies and advertisers for cross-platform accountability and greater accuracy, transparency and frequency of data.

Developed with research company Ipsos MediaCT, the survey will publish results monthly after the launch date.

Fusion of Emma and Nielsen data follows techniques from other markets in which Ipsos conducts audience surveys including the UK.

Magazine Publishers of Australia announced last week that it would support the project, bringing more than 118 magazine titles and a number of their apps into the data.