我們需要的不是更多的準則。我們需要的是發行的透明、快速的通報，而且同時逐步轉向以讀者人數作為標準的衡量方式。
讓我們創造優良的編輯素材，為廣告客戶提供積極的環境，同時享受這一過程。讓我們把這樣的過程展示在想要或者需要的人們麵前，並且按照他們喜歡的方式——印刷的、數字的，或是其他的。
謝謝！
Jack Kliger
President&；CEO，Hachette Filipacchi Media U.S.
DMA Circulation Day
Keynote Luncheon Speaker
February 12，2008
Marriott Marquis，New York，NY
Good afternoon，everyone，and my thanks to the DMA for inviting me here today.
Some of you may have previously heard me speak about the need for change in the U.S.magazine business.Much of this has focused on the advertising sales part of our business.But，magazines are an extremely interconnected business，where changes in one area have major impact on the other key parts of our business.
U.S.magazines have traditionally been viewed as being divided into three areas-editorial，circulation and advertising.Editorial being the creative side，and circulation and advertising the business sides.
I believe the magazine industry needs to reorder its view of its business so that the editorial and circulation departments are jointly focused on the consumer while the circulation and advertising departments are jointly focused on the business side.
To do that，we need a stronger focus and better understanding of magazine readership for both consumer and advertising strategy.
And this will make direct marketing a more strategically important element for the U.S.magazine business than ever before.
Unlike most magazine markets around the world，U.S.magazines can't work without direct marketing to acquire and retain subscribers，because our editors would have much smaller communities of readers to write for，our advertisers would have much smaller audiences to advertise to，and，very importantly，Tom Masterson and I would have to take big pay cuts.