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

by Verklin, David; Kanner, Bernice

• ISBN13: 9780470056431
• ISBN10: 0470056436
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-04-20
• Publisher: Wiley

Summary

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.

Author Biography

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.

Table of Contents

Preface	p. ix
Acknowledgments	p. xiii
Special Acknowledgment	p. xv
The Lay of Medialand
You Watched 33 Hours of TV Last Week, Didn't You?	p. 3
What Revelations Revealed...and Narnia Confirmed	p. 17
Why Advertisers Have Stopped Laughing at Sitcoms	p. 25
Why Ratings Are Overrated: The Weirdness of Sweeps, A. C. Nielsen, and the Upfront	p. 33
Why Newspapers Hate Craig and His Infamous "List"	p. 45
Why Outdoor Companies Pray for Traffic Jams	p. 55
Why the Super Bowl Is Still Super	p. 61
A Whole New Ball Game
Why Google Has Upset the Apple Cart	p. 69
Why Wikipedia Ticks Off the Other Media	p. 79
Why a Killer Video Game Is the U.S. Army's Best Recruitment Tool	p. 89
Why Howard Stern Is Earning Sirius Money	p. 99
Why Oprah Gave Away Pontiacs	p. 107
Data Mining: Why Your TV May Think You're Gay	p. 117
Search: How Aubuchon Bested the Hardware Goliaths	p. 127
Why Honda Hates the Internet...and Those Who Haunt It	p. 135
Why Grown Men Visit Legoland	p. 143
Why You Can't Find a Cell Phone Just for Talking	p. 153
Why, Though You've Signed Up on the Do-Not-Call Registry, You're Still Besieged by Telemarketers	p. 163
Why You Won't Have a Clue That General Motors Is Behind That Blog	p. 171
Why The New Yorker Was Trashed for Teaming with Target	p. 181
Why Our Eyeballs Stopped Counting	p. 187
Why the Smart Money Moved Its Chips from Poker to Bulls	p. 193
Tomorrow
What's Really Sexy about Porn? (A Peek at What's to Come)	p. 201
Index	p. 213
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