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

Hardcover

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

David Verklin, Bernice Kanner

ISBN: 978-0-470-05643-1 April 2007 240 Pages

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Description

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.

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

  • Eperienced author: As CEO of Carat, a $5.5 billion-dollar media-buying company, David Verklin is extremely well connected to major media companies around the world. 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. The author's company buys billions of Dollars in Ad Space for the World's Largest Advertisers including Proctor and Gamble and Wal-Mart. Verklin in one of hte leading figures in the world of advertising and marketing media. 
  • Explains a basic piece of American life--who pays for the 10 hours of media we each cosume daily, and why. This is the first behind-the-scenes look at America’s trillion-dollar media-buying industry.
  • The author explains fascinating details such as:
    • Why Google’s expected ad revenue for 2006: $9.5 billion is more than media behemoths NBC Universal and Time Warner attract. 
    •  How media is bought (why "Angels in America," about AIDS, ran on cable)  
    •  Why advertisers got less friendly to “Friends”
    • Why “American Idol” Corey Clark spilled the beans about his affair with Paula Abdul during Sweeps
    • Why NBC is irked by the omnibus Energy Bill
    • Why “outdoor” companies pray for traffic jams
  • No one is more qualified than Verklin to explain how Google and the Web are transforming TV and the world of Advertising in all forms. The author's firm, Carat, is Google's largest Agency customer.