Wiley, April 2007
Who decides what you see on TV, hear on the radio, click on the Web, or read in a magazine? And who pays for it? Authors David Verklin, CEO of one of the world's largest media-buying agencies, and marketing expert Bernice Kanner are going to tell you. In Watch This, Listen Up, Click Here, they draw the curtain back to expose the money, personalities, and politics that control the billion-dollar business behind the media you constantly consume.
Back when three networks dominated broadcast TV and the Internet was something only computer geeks had heard of, reaching consumers was easy. Companies could place an ad in a magazine or buy some time on TV or the radio and be sure that millions of captive consumers would know about their product -- whether they wanted to or not. But cable, the Internet, and other forces are breaking that audience down into ever-smaller groups interested in niche topics. And the media industry is responding in fascinating ways.
Rather than advertise to everyone, today's marketers have become much more savvy, targeting smaller groups with special interests across a much larger range of media. Their success at finding the audience has made media buyers -- the professionals who buy ad space and decide which ads go in what media in which concentrations -- the kings of media. This is where Verklin's company, and others like it, come in.
Marketing and advertising are changing rapidly. Where they go from here and how they will affect our lives and reflect our values in the future is the basis of this book. You'll learn the real reason your favorite shows get cancelled, why Oprah gives away Pontiacs to audience members, why billboard advertising is actually on the rise, how technology is growing the TV audience, and other changes brought about by the decisions made by those who control what we watch, click, see, and hear every day.
hardcover | ISBN: 9780470056431 | Publication Date: April 2007
"Yes, David Verklin is an advertising genius, but he is also a fine and engaging writer. This book is an education in itself. And way too much fun."
--Graydon Carter, Editor, Vanity Fair
"Whether you love reading magazines, watching TV, or browsing the Internet, you are living through a profound revolution.
Watch This, Listen Up, Click Here takes us on a helicopter tour of the erupting media landscape; and helps us make sense of the rapid changes we are experiencing."
--Ellen Levine, Editorial Director, Hearst Magazines
"Must reading for anyone in media, advertising, or marketing and anyone interested in their future. Verklin and Kanner have produced a rarity: an interesting, accessible book with something important to say. Their fundamental insight that consumers are becoming producers, distributors, and even marketers has profound implications, not only for media businesses, but for the entire economy and how we think about and
--Michael J. Boskin, TM. Friedman Professor of Economics and Hoover Institution Senior Fellow, Stanford University, and former chairman, President's Council of Economic Advisers
"Engaging, funny, and eye-opening, Watch This, Listen Up, Click Here sharply explores the shifting roles between entertainment, media, and consumerism, past, present, and in the future."
--Bonnie Fuller, Executive Vice President and Chief Editorial Director, American Media, Inc.