The new chairman of the MPA wants to end rate base guarantees. Interesting. Especially since the ad industry is moving toward more accountability and not less.
Every time a magazine fails to make rate base, they come into my office claiming that their audience hasn't declined, citing higher Reader Per Copy numbers. Ninety percent of the time, that argument is total bullcrap, and 100% of the time, we're demanding makegoods.
So am I to take it that magazines should move completely to audience-based measurement, so that there's even LESS accountability in the mix than there currently is? Nice try.