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CONFLICT SOLVED, M2 FIRES AHEAD

By Published on .

After several postponements, M2 Magazine Metrics is expected to head into the field this fall, according to Kantar Media Research CEO Paul Donato.

A joint venture of Audits & Surveys Worldwide and WPP Group's Kantar -- part owner in Simmons Market Research Bureau -- the M2 study would study magazines it covers, including smaller publications with circulations below 100,000.

The study was first postponed when the U.S. Senate set aside tobacco advertising legislation. The tobacco industry supported M2 as a way to determine what magazines teens actually read. M2 was further delayed earlier this year when ASW was purchased by United Information Group, the parent company of Mediamark Research Inc. producing a conflict of interest that Mr. Donato says has now been resolved.

"We are going to do this in the fall as a set of niche surveys in areas such as computers and pharmaceuticals," he says, adding, "We have seven advertisers on

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