The need to attract and retain readers，whatever the platform we use to serve them，will not change.
But，how we attract those readers，measure the level of readership，and manage the reader's engagement with our content，that can change，and I am here today to tell you that it must change.
The MPA has been working on changing magazine readership measurement.This change is one advertisers believe in，and in fact，are welcoming.The new readership measurement metrics will change the way advertisers buy magazine advertising，and the way we sell magazine advertising，and it will substantially change the way our consumer marketers and direct marketers attract readers and measure success.
Today，magazine publishers send out millions of pieces of carefully calibrated mail，and success is considered a three or four percent return.That's a business that is no friend of trees，or the people who hug them.And make no mistake；the magazine industry is committed to instituting environmentally responsible business practices.
We live in a world where consumer expectations about marketing are evolving and today's consumers expect to be able to control how they receive marketing messages both online and offline.We want to honor those expectations in a way that does not destroy the source.So therefore，Hachette and many other publishers are favorable to industry self-regulation that allows the consumer to choose the frequency of mailings he or she receives from responsible mailers.
Moving advertising to a readership measurement metric will be a big factor in enabling magazines and direct marketers to move closer to this goal.