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John Muszynski: Prescient Upfront Observer Comments on 2012 Upfront
By: Jack Myers
(05/14/2012)
In 2006, when most industry pundits were claiming the Upfront was dead, John Muszynski was saying this: "I'm not just looking at television. I'm looking at the consumer and I'm going to move my dollars to the consumer. Don't expect me to have TV budgets. I have video budgets, and if you don't want to provide video opportunities outside of television, you're not going to get the same dollars that you got before."
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Analysts Underestimate Facebook Ad Revenue Potential
By: Jack Myers
(05/07/2012)
As Facebook prepares for its public offering, due May 18 with opening share prices estimated by analysts at a range of $28 to $40, investors are focusing on the company's growth potential from advertising and marketing budgets. Some analysts have mistakenly focused on Facebook's historic dependence on traditional online display advertising, which has served as its core revenue center to date. However, Facebook is uniquely positioned to tap into multiple budgets that represent the fastest growing sectors of the marketing business. These include social marketing, social commerce, digital couponing, e-mail, social TV, word-of-mouth and conversational marketing, online video, mobile, social and promotional sponsorships, search marketing, social gaming, point-of-influence/GPS-based marketing, and interactive television.
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Upfront: Will Digital Make a Difference?
By: Jack Myers
(04/30/2012)
This year's network television Upfront is shaping up to be the most interesting in years – maybe the most interesting EVER! There is growing disparity between the expectations of the networks (and Wall Street) and the wary realities being put forward by buyers. As outlined in last week's Report, buyers believe volume will be flat to slightly down while sellers and Wall St. anticipate up to 5% growth. Sellers and Wall St. project CPM growth in the high-single digits (even into the low double digits) while buyers are far more conservative. Compounding these differences is the surprisingly impactful emerging digital video marketplace as evidenced by this month's well-received "Newfront" digital content presentations.
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Network TV Upfront Overview and Forecast
By: Jack Myers
(04/23/2012)
"This could be the most complicated and challenging Upfront in years," commented GroupM executive Mike Bologna at a recent iMedia Video Conference. More accurately, this year's broadcast and cable network Upfront is likely to be a throw-back to the pre-recessionary years of 2006, 2007 and 2008 when networks and agency buyers engaged in prolonged debates and negotiations. When the Upfront markets collapsed in 2009 and then returned with a vengeance in 2010 and 2011, Upfront negotiations proceeded quickly and methodically. This market is unlikely to unfold as predictably.
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Internet Innovation: The Best is Yet to Come!
By: Jack Myers
(04/16/2012)
Although it is difficult for those born post-1990 to conceive of life pre-Internet, in the grand scheme of things, the computer is a relatively young invention and the Internet is even younger. By taking a look at earlier transformational periods and their patterns, we can predict the influence and impact of the current wave of Internet-based digital development and gain insight into where we are in the evolution of the digital transformation.
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Fashion Hauls: New 'YouTube' Ad Model
By: Jack Myers
(04/02/2012)
One of the biggest trends in the worlds of fashion, social media and advertising is "fashion hauling," a practice referred to by NPR commentator Viet Le as "PG porn" for the young fashionista crowd. In this game of show-and-tell 2.0, shoppers set up web cams in their bedrooms in order to proudly display their purchases for the masses. Drawing items from their shopping bags one by one, they offer commentary on their favorite details of the clothes and accessories, along with their plans for wearing these pieces. Some fashion haulers are big into designer outfits but many others do their shopping at discount stores such as Forever 21, JC Penney, Target, American Eagle and Urban Outfitters. When displaying hauls from these stores, the goal is to teach viewers how to look fashionable on a budget. Fashion Hauls are at the foundation of a new trend that disintermediates traditional advertising models by directly connecting brands, brand evangelists and consumers through YouTube video blogs (although YouTube is not itself monetizing these videos).
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Definitive Marketing, Advertising, Media Spending Report 2011-2014
By: Jack Myers
(03/26/2012)
The data table below reflects the consolidated U.S. marketing communications investments for 2011 with forecasts for 2012 to 2014. Each marketing/media category incorporates spending across all platforms within that category. Comprehensive breakdowns on digital and legacy advertising investments in each medium are available at www.jackmyers.com/jack-myers-spending-forecast.
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Why Rush Limbaugh is History to Marketers
By: Jack Myers
(03/19/2012)
I've been studying and reporting on the media industry for decades and I have never seen advertisers react as quickly, vocally and definitively as they have to Rush Limbaugh's attack on Sandra Fluke specifically and women in general. The reason is less a protest against Limbaugh's politics than it is a clear understanding of the importance of women to their business. For almost every product or service, female customers are a priority. Sensitivity to their interests is far more important than supporting Limbaugh.
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Digital Share Under 10% as Print Leads the Way
By: Jack Myers
(03/05/2012)
Broadcast television networks generated five percent of their total 2011 advertising revenues from digital assets and, this year, digital is forecast to represent 6.7% of broadcast network ad revenues.
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