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.