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Jack Myers On the Road

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On October 21, at the Pierre Hotel in New York, one of the media industry's true visionaries, and a mentor to many, will be honored by the IRTS at the annual Hall of Mentorship dinner, along with BET Chairman/CEO Debra L. Lee. For dinner details, contact joyce.tudryn@irts.org. In 2005, Irwin outlined his vision for the media industry and for Group M. Irwin's vision then is being implemented now, and Irwin continues to mentor many in our community at all stages of their careers. I hope you'll join in paying tribute to Irwin on October 21.

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So what exactly is a PeopleFront? Morgan explained, "We buy people not programs, which is why we developed an audience insights database platform offering data driven people-oriented TV advertising." Morgan began the presentation with actors, all in the 18-49 age break, describing their various lifestyle and behavioral affinities in a way that clarifies that, while they are all 18-49, they are all very different media and marketing targets. While not especially different from lifestyle segments that have been in the industry for decades with Prizm or VALs for example, we do seem to be heading more towards a closer one-to-one targeting capability. And with the recent announcement that Nielsen and Simulmedia are partnering to develop a measurement capability for long tail cable network measurement, the race for measurement solutions to facilitate targeting is heating up.

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