Mr. Guthrie, after an ad agency career and a long stint as a top marketing executive at the Magazine Publishers of America, offers NARC a good mix of talents. His key mission should be to invigorate its programs. Then he must sell the benefits of active, high-profile self-regulation to the current generation of leaders in advertising, media and marketing.
This appointment is a hard-won achievement for ad association leaders who champion NARC's accomplishments and potential. Just two years ago, the picture for NARC was cloudy. Its partner organization, the Council of Better Business Bureaus (long active in local ad self-regulation), had eliminated the NARC president's post in a funding dispute with NARC's ad association backers. Mr. Guthrie, once he assesses current programs at NARC and at the Council of Better Business Bureaus' National Advertising Division and Children's Advertising Review Unit, needs to get self-regulation on stage where more can see its benefits.