What The Publishers Information Bureau Ad Report DIDN'T SAY

Many associations consider that their mission is to position their industry in the best light possible, no matter what the news might be, just as companies try to position themselves in the best light possible in their quest for enhanced corporate image. We all know that. We all know we can’t accept things at face value. We know that one of the key roles of a manager is to dig deeper, to seek out root causes and trends before others do so. That's why there are oft-used phrases like "reading between the lines" and "there are liars, damned liars, and statisticians." Not that anyone is necessarily lying – but it is important to evaluate every piece of data that comes your way and ask what it really means.

The February report of the Publishers Information Bureau highlighted in WTT on Wednesday is a good example of putting a positive spin on the data. As an earlier column of mine indicated, we have a long way to go in the magazine sector before we can say things are really getting better. The PIB’s positive press release does show some hope that the magazine sector is improving, and believe me any light at the end of this tunnel unaccompanied by engine noises is quite welcome. Ad spending in magazines is an important indicator of other promotional budget items loosening up as well, which the print business desperately needs.