The Association of Magazine Media has hired a new market research head. Anthony Sarcone will be the association’s senior vice president of marketing initiatives and insight, reporting directly to president and CEO Mary Berner.

Sarcone will be leading MPA‘s research initiatives as they relate to showing how magazine media can influence branding and culture.

Also under Sarcone’s watch will be PIB, of which he’ll be president.

Sarcone was most recently owner and partner of Solveris Marketing Communications. He’s also held marketing director positions at Bon Appétit and Condé Nast’s bridal group.

Sarcone joins just as Berner has been touting magazine brands as a cross-platform media opportunity for marketers, simultaneously pushing the power of print, but also the overall impact magazines can have digitally as well.

Accordingly, the MPA is looking for new ways to report market information—print is only one part of a larger story, after all.

In April, Berner told FOLIO: that PIB reporting is evolving and the MPA is examining ways to broaden its traditional print advertising metrics to digital. "We’re very focused on trying to expand PIB measurement to include all of the digital advertising as well. We should have that in the next several months," she said.

Berner didn’t offer any more details in light of Sarcone’s appointment, but the intention is clear. "I hired Tony because he is a very experienced research and marketing executive, and we look to his considerable talents to help lead our efforts in establishing and communicating metrics that more accurately represent the reach and effectiveness of Magazine Media," she says.