The Association of Magazine Media

Scott McDonald, Ph.D.

President and CEO

Advertising Research Foundation

Scott McDonald became the CEO and President of the Advertising Research Foundation in March of 2017. For over 30 years, McDonald has championed the pursuit of innovation and quality in research on consumers, media and advertising. From a background in academia, he began his media career studying magazine audiences at Time Inc. With the appearance of digital media in the mid-1990's, while still working at Time Warner, he worked on many of the earliest iterations of web-based media and video-on-demand. He also led early efforts to set industry standards for valid cross-platform measurement. Beginning in 2001 and continuing for 14 years, he led print and digital research at Conde Nast while also teaching courses in media economics and monetization strategies at Columbia Business School. He holds an A.B. degree from UC Berkeley and a Ph.D from Harvard University.