this is a great read. It's coming down to what I call the economics of
Attention.
End of the TV upfront?
http://www.adage.com/mediaworks/article?article_id=108837
"Starcom CEO John Muszynski, whose media agency controls $8.5 billion
in TV spending annually, called on TV executives to up their game if
they want to hang onto ad budgets and suggested that the explosion of
new media would end the current TV upfront as we know it."
(The TV Upfront is the traditional way media has been sold for
decades. Advertisers are wined and dined and place major ad
committments in the summer months running up to the Fall TV line-up.)
Muszynski goes on to say that TV perpetuates TV-interaction behaviors
and there are many new ways of interaction. "Share of behaviors" will
be reflected in "shares of media budgets".
"I urge you all", Muszynski says in the article, "Up your game in
terms of engagement metrics. You show us, prove to us that people pay
attention to you and we'll do the same."
Ted Tagami
Founding Partner
Universus Networks, LLC
universus.net
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