This week’s episode means a lot to me. In this episode of our flagship podcast One Take, we sit down with media icon Ed Papazian, whose career in media research is legendary.

When I was a mere beginner, he was one of the people I looked up to.

In this candid 30-minute conversation we talk about research, effectiveness and his latest work. No edits. No retakes. Just authentic insight.

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At Your Gray Matters, we believe creativity and leadership don’t have an expiration date. Our mission is to fight ageism, elevate seasoned professionals, and celebrate wisdom atwork.

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👉 The Scoop – Simply put: Ed Papazian is an icon in media research. He has been at the forefront of media research for 7 decades and his company, Media Dynamics, continues to push the envelope when it comes to understanding how media works and how media and its audience interact.

👉 Decisive Moment #1 – Left BBDO in 1975 frustrated at not being able to create several initiatives he proposed and hung his shingle.

👉 Unexpected change or event – We're now in the age of me, and we've been there for the last 50, 45 years, since Vietnam, roughly. Me, I'm more important than the country. My group is more important. Our interest counts first, nothing else counts as much.

Media got bigger and more mature. No longer “is it good”. No longer “is it helping”. No longer “is my programming doing a good job”, or “conveying good ideas”, or entertaining. It’s how much I make?

👉 What did he do? – Ed has continued to evolve media research and measuring methodologies to reflect the evolving media environment. From integrating measurements across platforms to innovative ways of measuring factors that affect the effectiveness of media, such as attentiveness.

👉 About older workers – Ed is the best example of the value that older workers bring to a company. He brings a wealth of knowledge that you just have to experience, not read about.