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07/30/2007 11:10 AM
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Fifth Place Isn't Always the Worst Place to Be
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There's never been a better time to be an also-ran. That's the thought that occurred as I read this story about the CW network's new "cwickies" ad format. It describes various innovations at the CW -- innovations of the kind broadcast's Big Four have resisted. What the piece also implies, but doesn't say directly, is that CW can do things its much-larger rivals can't because it has less to lose; it draws fewer viewers, and has fewer advertisers. But less to lose also means more to gain.
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02/05/2007 12:00 AM
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Moving Forward Requires Letting Go of Dollar-for-Dollar Mentality
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It's time to stop waiting for a dollar to be a dollar. There still seems to be this magical belief in some circles of the media business that all balance will be restored when that dollar lost in magazine advertising revenue or CD sales or TV spots is made up for with a dollar earned online or through another digital channel. Sorry, but it just won't be that simple.
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01/22/2007 12:00 AM
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With Future House, Time Warner Proves It's Learned From the Past
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Given the razzle-dazzle that surrounded the unveiling of Time Warner's "Home to the Future" installation -- Tony Bennett performed at an opening party for 1,000 people -- I couldn't help feeling underwhelmed as Ad Age Editor Jonah Bloom and I toured the creation. And I couldn't help thinking that was a good thing.
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01/08/2007 12:00 AM
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Behind the Epidemic of Lousy Viral Campaigns
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Most of the online viral ad campaigns you hear about and see these days have one thing in common: They suck. And there's a reason for that: They are not the end result of an actual idea or strategy but are born of a desperate desire to do something, anything, in the new-media space.
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11/26/2006 12:00 AM
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How the O.J. Debacle Restored a Bit of Faith in the Media
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Thank God we can still feel outrage. That was my first thought on hearing that Rupert Murdoch had scuttled plans for what would've been the most despicable stunt in the history of marketing: a book and two sweeps-period TV specials in which O.J. Simpson was to detail how he would have almost decapitated the mother of his children and viciously stabbed another man to death had he in fact been the one who almost decapitated the mother of his children and viciously stabbed another man to death. Which, of course, he didn't. Unless he did. Or something.
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