Adam Tinworth quoted on Content Measurement

Maybe it’s down to a couple of decades extracting them from others. That said, I suspect I should be a tough more politic when I’m interviewed:

Tinworth’s style is both genial and refreshingly frank -”the market research we used to do to understand print readership was horsesh*t”- and he’s as comfortable talking about how social media has changed publishing -“you’re not ‘launching’ anything new any more – you’re joining a discussion that already exists”- as the rising popularity of native advertising -“my worry is that it will lead to irreparable reputation damage for publishers”.

And that’s just the first paragraph.

(And print market research largely was horseshit…)