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Often in this feature we have written about changes in media usage. As TelevisionWeek changes from a print publication into a Web-only existence, it seems fitting to wrap up this print column with a discussion of change, and how to maximize your TV advertising dollar by embracing the concept of change...
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Maybe it takes a company rooted in new media to really love the things that old media, like network television, can accomplish. Web hosting and domain name company Go Daddy was the sponsor of ABC’s coverage of one of the grand old spectacles of sports, the Indianapolis 500, over the weekend. Go Daddy...
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When it comes to TV advertising there is, according to advertising executives (advertisers and agencies) that participated in a recent survey from the DVR Research Institute, no greater threat to effectiveness than the advent of digital video recorders (DVRs). The trouble is, each side believes the other...
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Getting promoted to VP at Starcom isn’t the only big change in Magen Hanrahan’s life lately. She also recently got engaged, and that’s been a focal point for her for the last few weeks. Her fiancé isn’t in advertising or media and that’s just fine with her, because she has other relatives in the business...
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It pays to advertise in ABC’s top drama, “Grey’s Anatomy.” According to TiVo’s StopWatch ratings service, eight of the top 10 most-watched commercials aired during the medical show. But TiVo notes the most-watched commercial didn’t air in the top-rated episode of the series, which appeared March 26,...
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The CW has been working to find a place not only in the hearts of 18- to 34-year-old women, but also in the hearts of advertisers who target them. The network, which holds its upfront presentation in New York on Thursday, has showed its advertiser friendliness by coming up with several ways in which...
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One of the most powerful ways marketers can create impact in the marketplace is to reconfigure their offerings in a way that breaks with conventional category paradigms. When that reconfiguration provides consumers with more or better options than were previously expected in the category, the new offering...
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Jacki Kelley had worked with media agencies, but never for one before joining Universal McCann North America as president last week. “I have considered them close partners for my entire career,” says Ms. Kelley, who worked for a number of media companies, most recently Martha Stewart Living Omnimedia...
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Dogs may whisper, but cats and their owners have concerns as well. Animal Planet is bringing back “Housecat Housecall” for a second season beginning June 6. Episode of the 12-week series profile cat-owning families who work with host Dr. Katrina Warren and her team to resolve all sorts of problems of...
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“The Biggest Loser” has proven to be a big winner for Jennie-O Turkey Store. The NBC series, which chronicles the efforts of overweight people trying to reduce their size and improve their health, might not seem the most appetizing place to advertise a food product. But the producers of Jennie-O turkey...
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Instead of going into the secretive world of the CIA, Brian McMahon wound up in the mysterious world of media barter. Mr. McMahon, CEO at Orion Trading, part of Interpublic Group’s Mediabrands unit, says barter is a service that many clients like as a way to lower the cash costs of media. And they keep...
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Nielsen looked at digital video recorder use in local markets and found that the ones with the most playback viewing were those with the least penetration. Nielsen attributes those findings to the early adopter effect. It appears that the people who are most eager to get DVRs use them the most. A list...
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One of the most crucial aspects of media planning is the understanding of target audience. Sometimes planners will embark upon the quest to understand their brand’s target audience by procuring heaps of statistical information and drawing conclusions from the data obtained. The reality is that target...
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To Brent Poer, being back at MediaVest is like deja vu in reverse, or “vuja de,” as he puts it. After spending a year launching TheWB.com, Mr. Poer has returned to the agency as senior VP and managing director of Los Angeles operations. “I think we knew there was a finite time that I would be at the...
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Home Depot has made a unique deal with NBC for spots that highlight the local weather forecast for consumers looking to do garden work over the weekend. The unusual spot combines a live forecast, either localized or regionalized, with the reach of a national advertising buy. Also, it is designed to hold...