Watch This, Listen Up, Click Here
Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume
Gebonden Engels 2007 9780470056431Samenvatting
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.
Specificaties
Lezersrecensies
Inhoudsopgave
<p>ACKNOWLEDGMENTS xiii</p>
<p>SPECIAL ACKNOWLEDGMENT xv</p>
<p>PART ONE THE LAY OF MEDIALAND</p>
<p>1 You Watched 33 Hours of TV Last Week, Didn t You? 3</p>
<p>2 What Revelations Revealed . . . and Narnia Confirmed 17</p>
<p>3 Why Advertisers Have Stopped Laughing at Sitcoms 25</p>
<p>4 Why Ratings Are Overrated: The Weirdness of Sweeps, A. C. Nielsen, and the Upfront 33</p>
<p>5 Why Newspapers Hate Craig and His Infamous List 45</p>
<p>6 Why Outdoor Companies Pray for Traffic Jams 55</p>
<p>7 Why the Super Bowl Is Still Super 61</p>
<p>PART TWO A WHOLE NEW BALL GAME</p>
<p>8 Why Google Has Upset the Apple Cart 69</p>
<p>9 Why Wikipedia Ticks Off the Other Media 79</p>
<p>10 Why a Killer Video Game Is the U.S. Army s Best Recruitment Tool 89</p>
<p>11 Why Howard Stern Is Earning Sirius Money 99</p>
<p>12 Why Oprah Gave Away Pontiacs 107</p>
<p>13 Data Mining: Why Your TV May Think You re Gay 117</p>
<p>14 Search: How Aubuchon Bested the Hardware Goliaths 127</p>
<p>15 Why Honda Hates the Internet . . . and Those Who Haunt It 135</p>
<p>16 Why Grown Men Visit Legoland 143</p>
<p>17 Why You Can t Find a Cell Phone Just for Talking 153</p>
<p>18 Why, Though You ve Signed Up on the Do–Not–Call Registry, You re Still Besieged by Telemarketers 163</p>
<p>19 Why You Won t Have a Clue That General Motors Is Behind That Blog 171</p>
<p>20 Why The New Yorker Was Trashed for Teaming with Target 181</p>
<p>21 Why Our Eyeballs Stopped Counting 187</p>
<p>22 Why the Smart Money Moved Its Chips from Poker to Bulls 193</p>
<p>PART THREE TOMORROW</p>
<p>23 What s Really Sexy about Porn? (A Peek at What s to Come) 201</p>
<p>INDEX 213</p>
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