• by Erik Sass , April 25, 2006

After publicly musing about bringing agencies and publishers together to discuss new ROI measurement methods last year, David Verklin of Carat Americas and Jack Griffin of Meredith Publishing are seeing their off-the-cuff idea bear fruit with "Beneath the Surface," a symposium on magazine research scheduled for May 3rd that's meant to grapple with the role of magazines in the digital age.

From its casual inception, the symposium seems to have evolved into a real industry event, with support from Affinity, MRI, MSW Research, GFK NOP Starch Communications, Condé Nast, Rodale, McPheters & Company, the Direct Marketing Association, and American Express Publishing.

According to Verklin, "we aren't conjuring up new research, we are simply shedding light on the research that is available but is not being utilized." Research presenters will include Dave Gantman, managing director of marketing evolution for XMos, Tom Robinson, managing director for Affinity's Vista, William J. Havlena, vice president of research analytics for Dynamic Logic, and Andrew Swinand, executive vice president of Starcom Worldwide, who will discuss the meaning and application of "accountability."

"Beneath the Surface" also seems to be enjoying positive buzz among top media execs. Audrey Siegel of TargetCast tcm, who plays a major role in New York's annual Magazine Day, was enthusiastic: "I've been consulting with them as they plan the event, and I will definitely be attending. The more we can get people to bring these topics out in this kind of discussion, the better off we'll be."

Siegel explained: "Magazine Day has always been this great day where there's tons of discussion, but then it goes away, so I think it's wonderful that there's going to be another industry discussion to keep communication going." Siegel also praised the research focus specifically: "It's well-targeted because it can go deep on that area, but not duplicate what we're doing at these other events."