THE DOW
THE TA-100
MORE FLEXIBLEMORE NIMBLEMORE COST EFFECTIVE
SMART MARKETERS WILL SHARE RISKS AND REWARDS.
A MOVE TO DIGITAL.
THE BEST WAY TO MANIPULATE POPULAR CULTURE.
THE POWER OF THE STORY.
MYTH #1EVERYTHING HAS CHANGED.
Source: Nielsen Media Research Based on the percentage watching an average prime-time minute during the first three weeks of each television season
Percentage of Men 18-34 watching prime-timeTV
27.0%
28.0%
29.0%
30.0%
31.0%
32.0%
33.0%
96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04
THE CRASH OF ‘04
TV
Radio
Newspapers
Magazines
TV
Internet
Watching DVDs/Videos
Magazines
Newspapers
Radio
Late 80s Now
Source: Nielsen/Arbitron Persons 12+
FRAGMENTATION
ROUGHLY 380 B.C.
“THERE IS NO LEARNING WITHOUT EMOTION.”
-PLATO
“IN ANY NEW TECHNOLOGY, A GREAT STORY IS ALWAYS THE KILLER APP.”
- MICHAEL EISNER
Source: 2008 Forbes List
MICHAEL EISNER’S NET WORTH:
$1.1 BILLION
FABLES, PARABLES AND SOMETIMES ADVERTISING.
0 10 20 30 40 50 60
TiVo/DVR
Handheld e-mail
Satellite Radio
Radio
iPod
% of Owners/Users Giving "4" or "5" on 5 pt. Impact on Life Scale
Source: Arbitron 2005
LIFE CHANGING EVENTS
0 10 20 30 40 50 60 70
Internet
Radio
TV
Newspaper
Magazine
Percent of People 18+ Who Multi-task With Each Medium
Source: BIG research Simultaneous Media Usage Survey
MULTI-TASKING
MYTH #2THE CUSTOMER IS IN CONTROL.
IT’S EASIER THAN EVER TO SHUT YOU OFF.
IT’S EASIER THAN EVER TO FALL IN LOVE.
STAY LOOSE AND BACK WINNERS.
100 MILLION HITS, IN TWELVE DAYS.
FLY BELOW THE RADAR.
CONSISTENCY IS GOODSURPRISE IS BETTER.
TAKE A GIANT STEP BACKWARD.
DON’T FEED THE GORILLA.
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