Importance of Advertising Revenue Increases
It is likely that advertising revenue will remain the primary source of revenue for magazines and probable that，for large magazines，it will increase as a percentage of total revenue，especially as we are able to increase our sale of on-line advertising and other kinds of partnerships that our strong brands can bring to advertisers.
Comparability a Necessity
While advertiser's enthusiasm for micro targeting and response based advertising evaluation may wane，the demand for greater comparability between media and accountability for achieving advertising goals will remain or grow.
Demand for Speed
Advertisers will want to buy advertising as late as possible and evaluate effectiveness as soon as possible after an ad runs-the demand for speed will only increase.Magazines will always be at a disadvantage but we must minimize that disadvantage.Sometimes we speak only as a print magazine owner，other times as a multi-media brand owner.In this case print magazines may be at a disadvantage but online magazines brands will not be.
In Face of These Challenges，What is a Consumer Marketer to Do
Distribution and paid circulation are measures that have nothing to do with the effectiveness of an ad.And they are comparable to no other media.Even newspapers are beginning to move to audience measurement and possibly to combinedmeasurement of web and print audience.If we don't change，then magazines will be comparable only to themselves.This will not happen，so prepare to have your work judged on audience size and quality as we have traditionally been focused on paid circulation and distribution.
It will take some time to create accurate，stable，and fast issue by issue audience measurement.But we can deliver transparent distribution data faster with tools we have at hand-verified circulation for transparency and rapid report for speed.