Comag Marketing Group, LLC

Speaking at the University Club in NYC Wednesday, the new chairman of the Magazine Publishers of America and president of National Geographic’s Magazine Group said magazines must adapt to effectively compete with new content providers — on the web and elsewhere.  In particular, the industry should redouble efforts to more precisely measure its products’ audience sizes, characteristics, and engagement levels so as to come closer to the rapid reporting common in new media.  Last year’s issue-specific readership study by Mediamark Research and Intelligence and the Audit Bureau of Circulation’s “Rapid Report” feature are steps in the right direction.  To be avoided: paid online content.  As trends in the newspaper industry demonstrate, the tide has turned the other way.  MediaDailyNews  (Jan. 17, 2008)

Tags: ABC Rapid Report, Audience Measurement, John Griffin, MPA

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