Quick decision on BARB costs

I have implicit trust in Paul McCann’s abilities to report faithfully the comments of those to whom he speaks. After all, in his article “When the BARB price isn’t right” (MW February 17), he accurately quotes from our conversation regarding the future measurements of specialist and/or minority cable channels.

It is all the more odd, then, that the same piece contains an incredible comment from my friend Doug Read of Mediacom. I quote: “One way of dealing with the future is to put it off for another two years so that we have a better idea of what it looks like.” Did Doug really say that? May I plagiarise it for my next (otherwise boring) lecture on media research?

Hopefully it’s a joke. But wouldn’t it be wonderful if we could go off and hibernate for a couple of years? Then we could come out of our comatose state to see what decisions had been made by the other poor sods who had had to do something while we slept.

We cannot sit on our backsides and let the next couple of years drift gently by. Research-ers must stand up and be counted about their decisions for the future.

Alan Copage


Carat Research

Drury Lane

London WC2

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here