NEW YORK, Dec. 7;In a scene that’s becoming utterly familiar to those who attend magazine business functions, Jack Kliger, president and CEO of Hachette Filipacchi Media and chairman of the Magazine Publishers of America
, called on publishers to shore up their circulation practices, overhaul current audience metrics and use technology to exploit strengths inherent in their brands during an MPA breakfast held in his honor today in New York.
Kliger called on publishers big and small to “take a hard look” at their circulation, and for the industry to provide advertisers measurement on a weekly, not monthly, basis.
Kliger’s talking points also addressed the increasingly sticky issue of product placement in magazines and the media as a whole. “Nothing can be more damaging” to magazines’ credibility than readers unable to determine the difference between advertising and editorial content, Kliger said, noting many readers welcome advertising, and view it as content and not an interruption . “Product placement is a solution to a problem our industry doesn’t have.”
The scene is also becoming a familiar one for Kliger himself. He blasted
magazine metrics magazine execs during the 2005 American Magazine Conference in Farjado, Puerto Rico in October, during which he was elected to the MPA chair post.
Here, Kliger urged the industry to be inclusive of the engaged reader when measuring circulation. “To be truly effective, (new metrics) must include all of our readers,” Kliger said, referring to the recent firestorm surrounding public place copies. Kliger said that magazines read in public places bring a “valuable return to the advertiser.” He noted that the MPA’s $40 million ad campaign launched in February to highlight such reader engagement is in the process of finding a replacement for its original ad agency, Fallon New York
, which closed earlier this year. Kliger said he’d grade the campaign’s success thus far an “8, though I’m not telling you the scale.”
Kliger also said publishers need to leverage technology to make it faster, cheaper and easier for advertisers to place advertising in magazines. “It’s harder to do business with magazines once you decide to run (an ad),” Kilger said. “It is much too costly versus other mediums.”