Media Forum

ThinkTank Advisory Committee

Media Forum

Upcoming Meetings

Details of the next meeting will be posted shortly. If you have any questions or would like to get involved with this Forum, please contact Zena Pagán at

Previous Meetings

Members: Miss a meeting?
Click here to download past presentations via your My ARF account!

Media Forum: Measuring Media Usage Behavior

Tuesday, December 18, 2012
4:00PM - 6:00PM EST

To attend in person, register via My ARF »
If you have any questions, please contact Zena Pagán at

Measuring media accurately has become increasingly difficult and the impact of poor research quality on the validity of findings has become more severe. Please join us for cocktails, networking and a presentation that will help you better understand today's media measurement issues and interpret reports on media usage. This forum will examine key quality issues and dispel common "media myths" that are often found in reports about trends in media usage.

Social Links:
Twitter: @the_ARF; #arfforums


Registration, Cocktails and Networking

4:30–5:30PM (60 minutes; includes Q&A)
Measuring Media Usage Behavior
Horst Stipp – EVP, Global Business Strategy, ARF

More Cocktails and Networking

Local TV Audience Measurement: A MultiBillion Dollar Story

Thursday, October 20, 2011
2:30PM - 4:30PM EST

Local TV is small and it is big. There are over 200 “markets” with each divided into smaller segments, e.g. zip codes, head-ends. And yet “Local TV” is also comprised of almost everyone in the US!

Therefore we are excited to announce, and invite you to our next ARF Media Forum program, “Local TV Audience Measurement: A Multibillion Dollar Story” on October 20th.

Featured Speakers:

  • Nick Garramone – Senior Vice President, eBusiness Operations & Research, NCC Media
  • Bruce Goerlich - Chief Research Officer, Rentrak Corporation

Print - Special Advertising Week Presentation

Thursday, October 06, 2011
2:00PM - 3:45PM EST

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.

Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen


One-on-One Conversations: Media Measurement in the Digital Age

Tuesday, June 14, 2011
9:45AM - 10:30AM EST

Giving non-members and members alike the opportunity to experience our Forum program, we invite attendees to join us at Audience Measurement 6.0 for this "One-on-One Conversation" session. We will address basic, but essential measurement questions such as – What should we be measuring? Which measurement technique should we employ? How would this be funded? Join us as we debut our new ARF Forum and hear from a quartet of senior executives who share their thoughtful perspectives.


  • Moderator: David Marans – EVP of Media, The ARF
  • Mike Donahue – EVP, Member Services, American Association of Advertising
  • Jeffrey Graham – Worldwide Director, Performance, Initiative
  • Scott Grenz – Director of Media Buying North America, GlazoSmithKline
  • Colleen Fahey Rush – Chief Research Officer, MTV Networks

Interactive & Addressable TV

Thursday, May 05, 2011
2:30PM - 4:00PM EST

The ARF is delighted to have a trio of industry leaders in charge of the Forum. Happily our initial Forum meeting will feature these three as speakers, providing us with three very different and compelling perspectives on the topic.

So please join us as we introduce our Forum with:

  • Helen Katz, SVP and Director of Research of the media agency, Starcom MediaVest Group
  • Gerard Broussard, VP of Insights and Analytics of the interactive technology firm, Canoe Ventures
  • Joshua Herman, Product Leader - Global Segmentation and Product Innovations of the interactive marketing services company, Acxiom
Forum's mission

This forum will address measurement in the following ways: What should we be measuring? Which measurement technique should we employ? How would this be funded? These will be held as conversations with a ThinkTank advisory committee that will help in assisting with the challenges in media measurement.

ARF Forum sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President and CEO. Learn more about the benefits of ARF membership.

Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.

The Advertising Research Foundation

432 Park Ave South, 6th Floor
New York, NY 10016

ARF Forums Overview
Download ARF Forums Overview