In terms of timeliness，other media are measured at the latest on weekly audience accumulation while magazine circulation，and currently，audience，is reported on a six-month figure.
Going forward，we will be working with companies to develop readership measurement data delivered on a faster timetable within 8 weeks of issue distribution.
To do this，those who measure our readership will be able to employ the reach and rapidity of the Internet.Digital measurement of readership is not only essential it is possible right now.And any company who can't or won't figure out how to use online measurement，as part of effectively measuring magazine readership，will have a very hard time meeting the timeliness needs of such studies.
In short，any new model must deliver an audience measurement stable and timely enough for advertisers to confidently buy magazine advertising based on readership，not distribution.If it's not timely and not credible，it will be unacceptable，to us，and it will be，and should be，unacceptable to our advertisers.
Yet I believe the most important benefit of all this will be a better understanding by editors and consumer marketers of the level of engagement our magazines have with their readers.Focusing circulation strategy on readership development will attract a more targeted reader，an individual already predisposed to receiving our content and the way we present it.
This change is beginning as I speak.The wheels are in motion to create a measurement model more beneficial to editors，to publishers，to advertisers and most importantly，more beneficial to the readers.
This new model will affect how we execute direct marketing and our ability to model for successful strategies.There will be tremendous opportunities as we better understand readers'needs and behavior through improved measurement tools and direct marketing materials which will become even more targeted to what readers want.
We will be able to execute this strategy because magazines have a distinct advantage over almost all other media，a difference which is more important than ever before.Consumers are willing to pay for magazines，in an era where it is often believed that content based media should be free.As long as we have that pillar，we will continue to build strategies with direct marketing as a core discipline.I can't see a future in which U.S.magazines will operate without direct marketing.In fact，I think we're about to unleash incredible power in that area.
杰克·克莱格
美国桦榭菲力柏契传媒集团董事长兼首席执行官
美国直复营销协会发行大会日
招待会定调发言人
2008年2月12日
马瑞奥特马奎斯，纽约
大家下午好！非常感谢直复营销协会邀请我今天到此。
你们当中的一些人以前可能听我谈到过美国杂志业需要变革这一话题。变革中的很大一部分集中在广告销售上。不过，杂志是一种内部紧密相连的行业，任何一方面发生了变化，都会对其他的主要方面产生巨大的影响。
传统的观点一直把美国的杂志业看做是由三部分组成：编辑、发行和广告。编辑是其中具有创造性的部分，但发行和广告则反映了这一行业的商业性。
我认为杂志业需要用新的观念看待其商业性，这样才能将编辑和发行联合起来共同关注读者，而同时将发行与广告也联合起来共同关注商业利润。
为了做到这一点，我们需要更高度的集中，同时还要更好地理解杂志的读者群。
这样一来，直销模式就会成为美国杂志业中更具战略性的重要部分。
美国的杂志市场与世界上其他地区的杂志市场不同，如果不利用直销模式，它不可能获得并保持住一定的订户。这其中的原因在于，不利用直销模式，我们的编辑服务的读者圈将更小，我们的广告客户可影响到的受众将更少，而且，非常重要的是，汤姆·马斯特逊和我将不得不大大削减员工的工资。
不管我们选择什么样的平台提供服务，吸引和保持读者的需要将不会发生变化。
但是，如何吸引读者、如何统计读者数量、如何用内容留住读者却是可以改变的，而且今天我就是想要告诉大家这些必须得进行变革。
