These are serious and demanding goals，but I'm pleased to share some real progress.
What We're Doing
We have six initiatives in support of these goals...First，we have been mobilizing the industry around the task.Second，we have developed a clear message to retail and have begun communicating it broadly in the retail community.Third，we have started strengthening retail relationships through our top-to-top program.We are opening doors and engaging long ignored，but high potential channels such as Costco.We have established and agreed to common performance benchmarks to change retailers'perceptions about the magazine category.
And finally，we have initiated programs that will support and build momentum around efforts to shift the current retail paradigm from Display to Destination.
1.Mobilization
First，industry mobilization.
Six working groups have been set up，with members broadly representative of the industry.Their objectives were near-term，to define new practices to stimulate growth in existing and emerging channels；and，longer term，to establish industry goals for the next five years.These teams have already put in many hours and a great deal of thought and importantly，demonstrate the industry-wide commitment to improving our collective position at retail.
2.Communication
Initiative 2，clear and consistent communication.
Tom Ryder charged MPA with communicating better with our retail customers the unique role magazines play in stores...selling our product more effectively if you will.