The Television Will Be Revolutionized by Amanda D. Lotz

The Television Will Be Revolutionized by Amanda D. Lotz

Author:Amanda D. Lotz
Language: eng
Format: epub
Publisher: NYU Press
Published: 2014-03-17T16:00:00+00:00


5

The New Economics of Television

Madison Avenue is stuck in a 1950s time warp. While the era of mass media has long since departed—just glance at the hundreds of cable channels and thousands of special-interest magazines if you require proof—most ad agencies still operate the same way they did during the Eisenhower administration: Toss a single TV spot at millions of random viewers in the hope that a small fraction might be interested in that new Chevrolet or life insurance from Prudential.

—Paul Keegan, “The Man Who Can Save Advertising,” 20041

The advertising business has not matured in the past thirty or forty years. I wouldn’t blame the current need for change on TiVo. It’s an evolutionary process that has stagnated because advertisers and networks have been slow to recognize and adapt to changes in the consumer marketplace.

—Lee Gabler, Creative Artists Agency2



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