• by John Gaffney , April 23, 2003

Measure This: Over the past two weeks I think I've heard just about every side of the Upfront debate. At this point it sounds to me like this whole deal is like one of those scratchy loofah sponges: it doesn't feel so good when you're doing it, but it will give you a healthy glow later. As we all enter this house of fun though, one thing is apparent to me, and that is the upfront process is positioned directly against one of the things agencies and clients keep screaming for. And they're screaming for better measurement of return on investment. So how can you go into a negotiation where the goal is trying to get the proper CPM for your client, and make sure you're buying enough space for your client and then feel like you can measure that investment. The upfront takes a critical industry goal out of the picture. I think an improvement may lie in taking some newer research methods more seriously. I think the IAG and its consumer rankings deserve more attention. I think the behavior profile work that Simmons does is important. I think the kind of brand loyalty work that companies like Brand Keys does deserves more attention, too.

Eating Crow: So much for Wenner buying Seventeen, which I pontificated on yesterday. If Hearst does go through with the deal to buy the title, it will have to live alongside Cosmo Girl. It will have to compete with a new Disney title later in the year. It will have to play Elle magazine to the edgier Cosmo, in grown up terms. I still think Wenner missed an opportunity.

At The Buzzer: I thought Steve Case was gone from AOL already? I keep reading that the board wants to oust him.