Quote, unquote: Better, cheaper, changed

"Without wishing to denigrate the complex and fabulous analysis undertaken by the market research experts in our industry, in my short time as a market research manager when working on new projects I discovered that whatever the question, the consumer’s answer was consistently the same: 'We’d like more of what we have already please, only can it be a bit better and a bit cheaper.'"

-- Chris Llewellyn, president and CEO of FIPP, the international magazine media organization, writing about why publishers are changing everything.