Jack Kliger: President & Ceo, HACHETTE FILIPACCHI, U.S. CHAIRMAN, MAGAZINE PUBLISHERS OF AMERICA
He’s issued a call-to-action to the magazine industry that challenges long-held traditions of magazine measurement, distribution and competition.
With echoes of "We must hang together or surely we shall hang separately," Jack Kliger last fall identified five key areas at the American Magazine Conference where the beleaguered consumer magazine business must change: Maintaining editorial integrity; distribution, particularly through postal reform; marketing the medium to advertisers; creating timely forms of audience measurement to make magazines more comparable to other media; and leveraging technology to make it easier for advertisers to work with publishers.
It’s the emphasis on measurement that could have the biggest direct effect on the industry and potentially be the most divisive. "Circulation-based metrics are irrelevant to proving magazine effectiveness," Kliger said. "There is too much focus on ratebase rather than distribution. Every other medium deals with audience, we deal with circulation. Why should a magazine advertiser care if a magazine is paid or non-paid?"
Kliger is also attempting to convince publishers that have long sold primarily against other magazine publishers to start selling their medium against other media. "We need to work together on key issues, rather than act as a series of separate fiefdoms," he says. "We have common interests on distribution rates, postal reform, and postal lobbying. That’s something the industry has done together effectively. Now our sales and marketing staffs need to address what is right about all magazines."
It’s a step Kliger sees publishers and advertisers taking together. "Rapid change is thrust not only on us but on the consumer and the advertiser. We have to learn to operate together in those areas where we need to and that we compete with many forms of media, not just each other."
VITAL STATS: Kliger hopes to see a shift in ratebase measurement by the end of the year.