When the first technical people got together to amass better analysis of set top box data for the new measurement group, Coalition for Innovation of Media Measurement, Jane Clarke, its managing director, said “everyone was speaking a different language”. So Clarke says the group needed to established a new lexicon -- which isn’t quite finish. “It will be a living document. We are at 500 terms right now.” She says new companies will add to this. For instance, there is “dwell time”, which is the amount of time someone spends on a channel, with a program, via a …

Magazines have been hit with much bad news over the last several years. But several myths are just plain wrong, says Ann Moore, chairman and chief executive officer of Time Inc. One of the biggest is that young readers are leaving magazines for all new digital platforms. This is not true. Mocking Congressman Joe Wilson’s outburst at a President’s Obama speech last year, Moore says: “You lie!” She says magazine readership overall is actually up over 4% between 2004 and 2009, and the 44.4 median age of magazines is younger than primetime viewing and of the U.S. population …

“We need to redefine what is relevant,” says Mark Goldstein, chief executive officer, North America, GroupM and chair of Media Policy Committee, and outgoing president/CEO of the 4A’s. He says this is important considering new metrics and media tools, including commercial ratings, future addressable advertising. For example, he looks at a client whose target is adults 25-54, who wants to buy a primetime show with a $150,000 unit cost price tag. This comes out to a $27 CPM for adults 25-54 viewers. But he adds, under the current system, if that client also wants upscale viewers the …

“This event can’t be a ‘mash-up’,” says Nancy Hill, president and CEO of The 4A’s, in planning this year’s American Association of Advertising Agencies annual media conference. The theme of this year’s event, here in San Francisco, “Transformation 2010”, will still deal in core media issues. But there will be lot more â€" where media, marketing and other professionals discuss pressing concerns. “It’s a working conference,” says Hill, in her opening remarks. “This isn’t a shy group. Your participation is expected and required.” Hill says there will be “conversation breaks” to allow people to do this.

Transforming the advertising business? Someone better come up with some answers. So why not get everyone together in the same room? The American Association of Advertising Agencies believes assembling management, creative, media, media planning, and account services into one big event will get people thinking â€" thus the logic for its theme “Transformation 2010” here in San Francisco. Greasing the wheels for this event will be a host of social networking/citizen journalistic activities â€" such as having panelists twittering, adding video presentations on YouTube, or responding to digital journalist affixed with Eastman Kodak video camera technology. That’s …