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Guest Commentary, by MRI President/CEO Kathi Love: Magazines Are In A Great Position To Prove Their Value To Advertisers.

Publication: Media Industry Newsletter
Publication Date: 10-AUG-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
The magazine industry has long been criticized for being slow to respond to advertisers' demands for accountability metrics. And it's only fair that magazines are held to the same evaluation standards as other media--because advertisers are under increased pressure to show how every dollar spent delivers results. There have been years of study and discussion by, among others, the Magazine Publishers of America, along with a fair amount of debate about how magazines can better prove their advertising return on investment (ROI).

The good news is that the magazine industry now has the metrics needed to make this shift to selling on accountability possible.

Mediamark Research & Intelligence Inc. (MRI) started...

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