Glenn Hansen

Today, one of the greatest hurdles for magazine publishers is to provide premium value to marketers seeking to optimize today's media channels. According to Glenn Hansen, president and chief executive officer of BPA Worldwide, there are efficient ways to gather data such that it can easily be measured against, and shared across, multiple platforms. Hansen will speak alongside Scout Analytics' Matt Shanahan as part of a session, "'The Shift in Publishers' Revenue Mix: Maximize Your Audience Metrics and Provide Premium Value to Marketers," at the 2012 Publishing Business Conference & Expo. 

As the head of an organization that counts both media owners and media buyers as members, I find myself in an interesting position to witness the mind-sets at both ends of the marketplace. For years, media buyers have been clamoring for access to standardized circulation data via an easy-to-use online tool. If the old "customer is always right" adage holds true, why not give customers what they are asking for?

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