Viewpoint: Now Or Never - An Urgent Call to Action for Consensus on New Media Metrics

Alan Wurtzel, president/research and media development at NBC Universal, offers his opinion on the challenge of marketing to innovate its measurement approaches and metrics in face of rapid change in media, technology and consumer behaviour.

Viewpoint: Now Or Never – An Urgent Call to Action for Consensus On New Media Metrics

Alan WurtzelNBC Universal

As we all wait for the upfront season to begin— presumably before the first snowfall—we are still in the middle of an economic crisis that is rocking the media industry: whether you are a content provider, a buying agency, a creative agency or a client who needs to market and advertise through the media, you are facing some serious challenges.

Moreover, there is another looming crisis that, if not addressed now, could have a profoundly detrimental effect on the media...

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