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

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John Wiley & Sons, Apr 20, 2007 - Business & Economics - 240 pages
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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Watch this, listen up, click here: inside the 300 billion dollar business behind the media you constantly consume

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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 ... Read full review

Contents

You Watched 33 Hours of TV Last Week Didnt You?
3
What Revelations Revealed and Narnia Confirmed
17
Why Advertisers Have Stopped Laughing at Sitcoms
25
The Weirdness of Sweeps A C Nielsen and the Upfront
33
Why Newspapers Hate Craig and His Infamous List
45
Why Outdoor Companies Pray for Traffic Jams
55
Why the Super Bowl Is Still Super
61
PART TWO AWHOLE NEW BALL GAME 8 Why Google Has Upset the Apple Cart
69
Why Oprah Gave Away Pontiacs
107
Why Your TV May Think Youre Gay
117
How Aubuchon Bested the Hardware Goliaths
127
Why Honda Hates the Internet and Those Who Haunt It
135
Why Grown Men Visit Legoland
143
Why You Cant Find a Cell Phone Just for Talking
153
Registry Youre Still Besieged by Telemarketers
163
to Bulls
193

Why Wikipedia Ticks Off the Other Media
79
Why a Killer Video Game Is the U S Armys Best Recruitment Tool
89
Why Howard Stern Is Earning Sirius Money
99

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About the author (2007)

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.

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