Magazine Metrics Take It on the Chin at AMC
[This is part of our special extended team coverage of the American Magazine Conference
, the annual gathering of publishers and editors, October 16-19.]
chairman and Hachette Filipacchi president and CEO Jack Kliger blasted current magazine metrics as antiquated and out of step with other media. "Circulation-based metrics are irrelevant to proving advertising effectiveness," Kliger said to an audience of about 400. "There is too much focus on rate base 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?"
, which publishes eight titles ranging from romance magazines True Story to music magazine Metal Edge, said the company has dropped completely out of the Audit Bureau of Circulations
with no ill effects. "We’ve also been approached by BPA but at this point I’m not sure it matters, we’re looking for the best deal," said Prebich.