Nielsen, the fumbling audience measurement company notorious for snapping up the competition instead of building a better product for market, is doing the print industry a favor and promising not to get involved in measuring its audience. Even though its new “anywhere/anytime” initiative promised to be able to measure all media consumption, David Calhoun’s band of incompetents won’t be treading on FAS-FAX territory.

Not only that: Nielsen is looking to get out of print entirely.

You know those magazines it publishes under Nielsen Business Media? They’re little titles that include Adweek, Mediaweek, Billboard, and The Hollywood Reporter.

Chief exec Calhoun says, “You will see a few smaller divestitures out of the business media portfolio.” [MP]

Interesting, because just a few months ago Calhoun was denying rumors his trade pubs were up for sale, when Jossip was hearing otherwise. (In fact, with Reed Elsevier publicly trying to sell its own Variety, Jossip reported back in February that both of Hollywood’s top trade mags could be changing hands soon.)