Panel: Savvy print media adopting more precise metrics

09/29/2006 | Advertising Age (tiered subscription model)

The rules of engagement for print media are changing, with faster -- and more precise -- metrics replacing average paid-circulation figures as a means to set ad rates and determine success, according to an Advertising Week panel, "The Evolution of Essential Media Metrics." "I can get engaged with a lot of things, but if I don't do anything about it, who cares?" said Robin Steinberg, SVP-director of print investment at MediaVest. "Engagement is over by this point."

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