Metrics are the cloak of the mediocre and ‘numbers people’ are destroying the wonder of creativity, writes Route’s James Whitmore.

Route, the audience measurement currency for out of home, has made a sound start since launching in 2013. So what are we learning? James Whitmore explains.

Ahead of the MRG International Conference in Berlin this week, Route’s MD, James Whitmore, asks whether it’s time for the JICs to change.

What do other audience measurement bodies think about newspaper publishers serving notice on the National Readership Survey? We hear from Route’s MD, James Whitmore, for an out-of-home perspective.

Couldn’t be bothered to read Capital in the Twenty-First Century, or any other weighty tome on the future of capitalism and its impact on the media industry? Good job Route’s James Whitmore has done it for you.

Without the benefit of an editorial hook, out-of-home has always had to work harder to demonstrate that people actually look at the ads, writes Route’s James Whitmore – so can new technology help us address the problem?

James Whitmore, managing director of Route, warns of the danger of combining complex data.

Out-of-home media do not audit comfortably says Route’s James Whitmore – so he’d like to suggest a staging post to help the sector overcome some inherent problems. The first step is to imagine our solar system…

As ongoing arguments between agencies and the Government Procurement Service continue, Route’s James Whitmore says, as with just about everything in life, cricket shows the way…

What were the people involved in the Home Office’s controversial “go home” mobile billboards thinking when they helped produce them? From the agency to the billposter suppliers, Route’s James Whitmore asks why we too often hide away from ethical decisions.