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Dirk Smille joins Forbes as a reporter covering the media business. dsmille0forbes.com…Mylene Mangalindan leaves Bloomberg News to join the Wall Street Journal as a reporter covering the Internet. mylene.mangalindan@wsj.com. 415/765-6114…Tom Nawrocki vacates senior editor post… Continued

All the awareness in the world is worthless unless it can be converted to customer preference and, ultimately, purchase. Yet, when we talk about measurement, we almost always stop at awareness, the first step. The… Continued

The Gift of Ink. Never underestimate the press’ love for goofy research. WishClick.com, an online gift guide and shopping destination, scored major media mileage on Mother’s Day with results from an online poll that asked… Continued

The Case By 1996, the Internet’s novelty as a new medium was wearing off and corporations were faced with proving their Web sites were not only “state of the art,” but also useful. FedEx and… Continued

Food for Thought. Food media outlets come in 101 flavors, and the editors who shape them have different tastes. Pitch a bland story and you’re likely to end up in the garbage with yesterday’s special.… Continued

May was National Pet Month. We hereby proclaim June “Be Kind to Journalists Month.” (Do we have to apply for some sort of permit?) Here’s our motive: we were shocked last week to find the… Continued

Brand Mileage. Motor Trend en espanol hits newsstands this month in the U.S. and 19 other countries, featuring news and tips for auto enthusiasts. The new title, a joint venture of Ideas Publishing Group and… Continued

Corporate reputation management has become a buzz phrase for the PR industry, spawning a whole new category of measurement. According to a Hill & Knowlton/Chief Executive Magazine survey, 96% of CEOs believe their company’s reputation… Continued

Physician, Purge Thyself. DrKoop.com has laid off roughly 35% of its staff since April 2000 in light of auditors’ warnings that the venture’s shrinking cash supply could be bad for its health. Specific editorial changes… Continued

Ketchum head David Drobis turns over CEO duties to the agency’s president, Raymond Kotcher, but will stay on as chairman. Kotcher’s focus will be strategy, while Drobis will maintain oversight of client relationships and acquisitions.… Continued