AVE has mutated into a new form of measurement for the digital and social age called EMV. Neither has any place in modern practice.

The CIPR has shifted its position on AVE from education to legislation. It's a bold move but it needs a rethink.

In this guest post, pilot and Ketchum colleague RP Kumar applies lessons from the air to international conference calls.

Advertising Value Equivalent (AVE) festers as a public relations metric. It's changing but slowly.