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

Verklin, David; Kanner, Bernice

Hardcover

ISBN 10: 0470056436 ISBN 13: 9780470056431

Publisher: Wiley, 2007

Synopsis

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.

About this title

About the Author

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.

Reviews

Billed as a "user's manual for understanding the media around you," authors Verklin and Kanner (1949-2006) deliver a largely stale barrage of data-laced anecdotes outlining the techniques that marketing and advertising pros employ to capture your attention and dollars. Verklin, CEO of the independent media buying firm Carat, and Kanner, a marketing expert and author (The Super Bowl of Advertising), test the stability of old media marketing pillars-newspaper ads, television ratings services, blocks of TV commercials-and find they're collapsing under pressure from online services like Craigslist and commercial-excising technology like Tivo. At the same time, the authors demonstrate the marketing bonanza available to firms willing to push the envelope. Examples of niche marketing and experimental strategies for it abound: Google has diversified, using not just a search engine, but maps, e-mail, spreadsheets and the like to deliver customers to its advertisers; the U.S. Army has made video games the 21st century recruitment poster; and even the venerable New Yorker recently experimented with a lone-advertiser model, in which Target bought an entire issue's worth of ads. Unfortunately, this book doesn't pull back the curtain very far. This catalog of trends is more like a paean to the industry than a look inside it, with pedestrian observations (Wikipedia as "Darwinian process," "the embodiment of the Web's potential and a roadmap for knowledge creation") filling in for fresh insight.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Edition details

• Publisher: Wiley
• Publication date: 2007
• Language: English
• ISBN 10: 0470056436
• ISBN 13: 9780470056431
• Binding: Hardcover
• Edition number: 1
• Number of pages: 240