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Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume
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.
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.
- GenresBusiness
240 pages, Hardcover
First published April 20, 2007
2 people are currently reading
36 people want to read
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Displaying 1 - 8 of 8 reviews
March 21, 2009
If you read the trade press and pay attention to what's going on in media, there's nothing really earth-shattering here, but it's a good primer if you don't. I'm interested in trying to "steal" the ideas of marketers for the news business. Lots of stuff here about aperture - offering the right product at the right time to meet people's needs, rather than just kind of spraying it out there and hoping somebody notices. One good piece for news orgs is that people seem to remember ads better if they are reading purposefully as opposed to just being entertained. Holla.
The writing, by the way, is extremely accessible, but horrible. Drag out every cliched metaphor you can think of that might describe the brave new world of new media TM and it's here.
The writing, by the way, is extremely accessible, but horrible. Drag out every cliched metaphor you can think of that might describe the brave new world of new media TM and it's here.
August 8, 2012
A random pick for me, but surprisingly interesting. Lots of info about how the advertising world works & is constantly evolving. Interesting discussions of things like, how Craigslist is hated by newspapers (obliterating the classified section), why Oprah gave away Pontiacs ("YOU get a car & YOU get a car!"), product placement in movies & TV shows, etc. Biggest problem was its already behind the times--published in 2007, but only hinted at the biggest current advertising issues such as iPhones/smart-phones, Facebook, & DVRs (I fast-forward thru almost all commercials now). And I'm sure in another 5 years things will be hugely different again.... Overall, Makes you feel a bit like everything around you is a plot to get your money!
June 5, 2007
Brings you up to date on what is going on in the technology/advertising world. What we should expect to see in months to come and why marketers are doing what they are doing today. It's very current and you even get some useful websites out of it.
August 16, 2007
1. You Watched 33 Hours of TV Last Week, Didn't You?
2. Why Newspapers Hate Craig and His Infamous "List"
3. Why the Super Bowl Is Still Super
4. Why Oprah Gave Away Pontiacs
5. Why Your TV May Think You're Gay
2. Why Newspapers Hate Craig and His Infamous "List"
3. Why the Super Bowl Is Still Super
4. Why Oprah Gave Away Pontiacs
5. Why Your TV May Think You're Gay
November 4, 2008
I tend to like books about marketing, but this one seemed pretty self-serving to me. Too many small mistakes, as well. Drove me batty. Didn't finish it. Would have, but it was due back at the library.
October 23, 2009
I expected this to be more scholarly. Some of the info is interesting, but no sources are cited.
February 16, 2011
An engaging survey of the media market. But it's almost 5 years old at this point, and thus comically behind on a few points. "Mobisodes" did not take over the market.
March 30, 2013
A should-read book on advertising for the knowledge worker, manager, executive, or entrepreneur.
Displaying 1 - 8 of 8 reviews