Declines were marginal

I read with interest the article, "Specialty mags on the rise" in your April 10 issue....

I read with interest the article, "Specialty mags on the rise" in your April 10 issue.

For the benefit of your readers, I should clarify that the writer of the article did not contact me for comment about PMB 2000 readership data.

Thus, the statement that "a slight rise in overall readership…has come almost exclusively in the area of specialty titles at the expense of some old stalwarts" is not attributable to me. The statement is also non-defendable from the data as they appear.

A syndicated readership study such as PMB may show increases and decreases in individual title readership from year to year – some may be statistically significant; others not so. Year-on-year changes also often fail to conform to any long-term pattern. Even more important, however, it is impossible in a study such as PMB to attribute a gain by any one publication to a loss by another publication or publications – and vice versa. Two individual readership measurements – even from the same study – cannot, and should not, be linked in this way.

I should also point out that some of the titles mentioned in the article as having sustained decreases did in fact experience only the most marginal of declines, and one actually saw a marginal rise in its readership (declines and increases which no trained researcher would treat as statistically significant). Other titles quoted as having seen decreases are undergoing substantial changes in a mix of distribution/circulation/content, which make analysis of their total, "global" readership somewhat superficial, at best. Finally, perhaps the most glaring error is that Profit magazine – cited as having lower readership in PMB 2000 – in fact saw a significant increase in its readership!

As well as the above sins of commission, the article also contains at least one sin of omission in that it disregards some significant PMB 2000 increases in French-language publications. I must confess I’m not sure what exactly constitutes a "specialty mag" (by one definition, all magazines might be considered "specialty"), but some of those French-language title increases may well not fall into such a category.

PMB would have been pleased to provide these, and other, insights for your readers if invited to do so.

Steve Ferley


PMB Print Measurement


Toronto, Ont.

Ed: For the record, Strategy’s writer did, in fact, contact Steve Ferley for the above-noted article and was provided with comment and background PMB information by him. That said, however, the article did wrongly state that the overall readership of Profit and Flare magazines was down in PMB 2000 over the previous year, when in fact the opposite was true. For that, Strategy apologizes unreservedly.

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.