• by November 7, 2008

Erik Sass's Nov. 4 story on 2008 measurement initiatives mischaracterized the consumer magazine industry's work in this critical, complex area.

The overriding theme of the magazine portion of the article states that the magazine industry is not progressing fast enough for (unnamed) critics of its measurement initiative. We understand and support the desire to move quickly. However, getting good research is complicated and takes time. And bad research does everyone a disservice. Therefore, to allow the best options to emerge, when the measurement initiative was announced in March, no specific timetable was given.

And contrary to the article's assertion, the initiative is moving forward. The use of VISTA engagement and action-taking measures is growing. Passive measurement options are being explored. Agencies and publishers are working with the new MRI issue-specific data and giving feedback. The fact that people aren't going public with their analyses does not represent a lack of movement. They are simply not revealing their proprietary learning to competitors.

We'd also like to point out that the Nov. 4 story notes that MPA hoped "to begin a bidding process for the new (measurement) standard." That is incorrect. It was never our intention to have a bidding process, nor have we encouraged it.

It's unfortunate that MPA was never contacted so we could have commented before this story was published. We would have been glad to set the record straight.