Funny numbers

Funny numbers: Well, while I’m blogging G+J’s fast numbers, I decided to link to David Carr’s NYT story yesterday about Conde Nast’s decision to do like everyone else, and inflate its “implied” advertising revenue numbers.

Quote:

P.I.B. revenue figures bear little relation to a magazine’s actual advertising revenues – think one part smoke, two parts mirror – and it is hard to defend them.

The totals are calculated by multiplying the number of ad pages by the amount a magazine charges on its rate card, an immediately suspect equation because magazines routinely offer volume discounts, both those published on the rate card and those that are not. (Advertising Age, a trade publication, reported last year that the standard industry discount off the rate card was 32.1 percent.)

Michael J. Jeary, president and chief operating officer of Della Femina Rothschild Jeary & Partners, suggested that while magazine rate cards were made of Silly Putty, other media industries traffic in their own questionable metrics.

Lies, damn lies and rate cards.