Watch This, Listen Up, Click Here: Inside the $300 Billion Business Behind the Media You Constantly Consume / Edition 1

Watch This, Listen Up, Click Here: Inside the $300 Billion Business Behind the Media You Constantly Consume / Edition 1

by David Verklin, Bernice Kanner
     
 

ISBN-10: 0470056436

ISBN-13: 9780470056431

Pub. Date: 04/20/2007

Publisher: Wiley

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

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Overview

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.

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Product Details

ISBN-13:
9780470056431
Publisher:
Wiley
Publication date:
04/20/2007
Pages:
240
Product dimensions:
6.44(w) x 9.35(h) x 1.04(d)

Table of Contents

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

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