Squires, speaking to Media in Hong Kong, made the comment after News Corp recently used internal metrics to report MySpace.com numbers. “At some point, Wall Street is going to care about the metrics too,” he said.
Squires’ comments follow increasing debate about the lack of a uniform online measurement system. Squires proposed that an ideal system would measure reach and be audited by a third party. “There’s a virtue in panels to a point but this feels like a medium that should measure directly its audience,” he said.
Squires’ comments follow increasing debate about the lack of a uniform online measurement system. Squires proposed that an ideal system would measure reach and be audited by a third party. “There’s a virtue in panels to a point but this feels like a medium that should measure directly its audience,” he said.
“Panel-based data will suggest that over 50 per cent of the audience for Sports Illustrated’s website is women, which we know is not true.”
Squires, who leads online development for all of Time Inc’s titles, also pointed out that the company is still considering how to sell its digital properties in Asia, where it remains handled by the traditional print team.
In the US, the company uses separate teams for the two types of media and has, in some cases, integrated print and digital teams.
“It’s not as much of an issue internationally as in the US, but our brands have to be multi-platform,” said Squires. “Most of our work in Asia is about broadening licensing agreements for our brands. We’d love to take greater ownership positions.” However, Squires added that any moves to grow its presence in Asia, particularly for Time magazine, remain hampered by “complicated regulatory issues and also censorship”.
Earlier this year, the magazine found itself at the wrong end of an Indonesian Supreme Court decision ordering it to pay former President Suharto US$106 million in damages for defamation. “We stand by the story,” said Squires. “We are vigorously pursuing a petition to review the decision.”
