Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume

ISBN-13: 9780470056431 / Angielski / Twarda / 2007 / 240 str.

David Verklin; Bernice Kanner

Opis

A media and advertising CEO explains how his world shapes ours
The TV program coming into our living rooms isn't free. It's a simple Faustian bargain consumers have made but one with enormous implications. It means that David Verklin, CEO of one of the world's largest ad-buying companies, and his clients-the world's largest advertisers-control what TV programs get aired, what magazines get published, and how Google and Yahoo stay in (very healthy) business. In Watch This, Listen Up, Click Here, Verklin and Kanner expose the inner workings of the media, marketing, and advertising industries. Readers will learn why their favorite shows get cancelled, why Oprah gives away cars, and how money, people, politics, and new technologies are transforming TV, the Internet, radio, magazines, and other media Americans consume every day.
David Verklin (New York, NY) is CEO of Carat Americas, the world's largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. Bernice Kanner (d. 2006) was a marketing expert and author for 13 years of New York magazine's "On Madison Avenue" column.

Spis treści

PREFACE David Verklin/Bernice Kanner ix

ACKNOWLEDGMENTS xiii

SPECIAL ACKNOWLEDGMENT xv

PART ONE THE LAY OF MEDIALAND

1 You Watched 33 Hours of TV Last Week, Didn t You? 3

2 What Revelations Revealed . . . and Narnia Confirmed 17

3 Why Advertisers Have Stopped Laughing at Sitcoms 25

4 Why Ratings Are Overrated: The Weirdness of Sweeps, A. C. Nielsen, and the Upfront 33

5 Why Newspapers Hate Craig and His Infamous List 45

6 Why Outdoor Companies Pray for Traffic Jams 55

7 Why the Super Bowl Is Still Super 61

PART TWO A WHOLE NEW BALL GAME

8 Why Google Has Upset the Apple Cart 69

9 Why Wikipedia Ticks Off the Other Media 79

10 Why a Killer Video Game Is the U.S. Army s Best Recruitment Tool 89

11 Why Howard Stern Is Earning Sirius Money 99

12 Why Oprah Gave Away Pontiacs 107

13 Data Mining: Why Your TV May Think You re Gay 117

14 Search: How Aubuchon Bested the Hardware Goliaths 127

15 Why Honda Hates the Internet . . . and Those Who Haunt It 135

16 Why Grown Men Visit Legoland 143

17 Why You Can t Find a Cell Phone Just for Talking 153

18 Why, Though You ve Signed Up on the Do–Not–Call Registry, You re Still Besieged by Telemarketers 163

19 Why You Won t Have a Clue That General Motors Is Behind That Blog 171

20 Why The New Yorker Was Trashed for Teaming with Target 181

21 Why Our Eyeballs Stopped Counting 187

22 Why the Smart Money Moved Its Chips from Poker to Bulls 193

PART THREE TOMORROW

23 What s Really Sexy about Porn? (A Peek at What s to Come) 201

INDEX 213

O autorze

David Verklin is chief executive of the largest independent media buying operation in the world, Carat Americas and Asia, with $5.5 billion in annual billings. He speaks to management executives both inside and outside the worlds of marketing, media and management. Recently, The Myers Report named him one of the American media industry s most influential people. He is regularly quoted in The New York Times , The Wall Street Journal , USA Today , the Washington Post and the trade press and serves as a media analyst for CNBC, ESPN and MSNBC. Bernice Kanner is a marketing expert and author who for 13 years wrote the weekly On Madison Avenue column for New York Magazine . She has been a marketing columnist for Bloomberg LLC on radio, TV and in print. Currently she is editor of WomensBiz.US and produces an online column that is syndicated by Dow Jones. She has appeared on Oprah, The Today Show, CBS Morning News, Fox & Friends, ABC Worlds News, Dateline, Nightly Business Report, Inside Edition, A&E, CNBC , and many CNN shows. Her books, which include the Are You Normal? series (St. Martin s) ,   The Super Bowl of Advertising: How the Commercials Won the Game (Bloomberg Press, 2003) Pocketbook Power, How to Reach the Hearts and Minds of Today s Most Coveted Consumers: Women (McGraw Hill/ Advertising Age, 2004) and The 100 Best TV Commercials And Why They Worked , (Times Books, 1999), have been reviewed in the Wall Street Journal, USA Today, NY Times, and the Washington Post .