Scott McDonald is the Senior Vice President for Market Research at Condé Nast Publications. He oversees advertising and consumer research for all of the Condé Nast properties -- including such well-known magazines as Vogue, Architectural Digest, Glamour, Self, GQ, Vanity Fair, Gourmet, Bon Appetit, Condé Nast Traveler, Allure, Condé Nast Portfolio, Wired, Lucky, Bride’s, Modern Bride, W, Details, Cookie, Domino, Teen Vogue, Men’s Vogue, Golf Digest and The New Yorker. He also oversees research for Condé Net, including such sites as Style.com, Epicurious.com, Concierge.com, Men’sStyle.com, Brides.com, Wired.com, and Digg.com. Prior to joining Condé Nast, Scott worked in various research positions at Time Inc. and Time Warner Inc., covering print media, television and digital media.
Current areas of research include: zones of overlap and differentiation between print and online media; evolving metrics for evaluation of advertising effectiveness; neurological activity related to consumption of different media; changing standards for media audience measurement and its impact on media economics.
Scott has been at the forefront of industry efforts to develop standards of audience measurement for interactive media. He organized the first industry conferences on these topics for the Advertising Research Foundation, and he served as the first research chair for the Internet Advertising Bureau. He is co-author of the FAST Standards for Internet Audience Measurement, standards that have been adopted widely in the United States and Europe. In 2004 he was appointed to the Congressional Task Force investigating allegations of racial bias in the implementation of Nielsen’s local people meter television audience measurement system.
Scott has served as the Chairman of the Board of Directors of the Advertising Research Foundation. He also serves on the Program Committee of the Worldwide Readership Research Symposium, as well as on the board of the Media Research Council. He is a trustee of the Marketing Science Institute. He also is a member of the European Society for Marketing and Opinion Research, of the Market Research Council, of the American Association of Public Opinion Research, and of the American Sociological Association. Over the years he has delivered numerous scholarly papers before each of these professional associations.
Scott comes to the media research business from an academic background in both demography and survey statistics. He holds an A.B. in Sociology from the University of California at Berkeley and a Ph.D. in Sociology from Harvard University. Since 1997, he has taught as an Adjunct Professor at the Graduate School of Business at Columbia University, and he has previously taught in the sociology departments at both Harvard and NYU. He has also lectured and published on a broad range of topics in the social sciences. He has been a recipient of the National Science Foundation Fellowship and of the Charles Abrams Fellowship of Harvard and MIT.