January 17, 2008, MediaDailyNews - Magazines are well-positioned to compete in today's media landscape, but must adapt quickly or face losing ground to new types of content publishers--be it the Internet or elsewhere.
That's according to John Griffin, the president of the National Geographic Group and the new chairman of the Magazine Publishers of America. Speaking at the University Club in New York, Griffin said one of the keys to success in the Internet era is more precise measurement of the
audience's size, characteristics, and engagement with specific magazines. This will help level the playing field with the Internet, where digital technology allows a variety of measurements seen as more precise by media planners. (For more information, please see
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=74492
)
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