The MPA pioneered category analysis for newsagents. I remember working with them throughout this project. Unlike many, we use it extensively. Soon though, we started hearing less from the MPA.
Today I was stunned when I was told that ACP had left the MPA.
I hope that ACP keeps the magazine categories intact and it does not let the same death that happened to the industry-wide greeting card category system.
The greeting card companies should be ashamed for themselves for what little happened with their category system.