By Joseph Turow
"An very important ebook for an individual in need of perception into the advertisements and media worlds of this day. In simple English, Joe Turow explains not just why our tv set is on, yet what we're looking at. The scary half is that we're being watched as we do it."—Larry King
"Provocative, sweeping and good made . . . Turow attracts a good portrait of a advertising and marketing complicated decided to exchange the 'society-making media' that had ruled for many of this century with 'segment-making media' which can 0 in at the demographic and psychodemographic corners of our 260-million-person customer marketplace."—Randall Rothenberg, Atlantic Monthly
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Extra info for Breaking Up America: Advertisers and the New Media World
They also signal what people might buy or do to keep fitting in. And yet, with all their traditional influence over media content and structure, advertising agencies have not been comfortable with the contemporary media scene. Since the early 1980s, in trade magazines and at conferences, agency executives have been warning that transformations in technology have been threatening their power over media and audiences. Some executives have argued that millions watching at home may abandon ad-sponsored programming entirely as pay-per-view presentations without commercials become increasingly popular.
Using different methods, the major radio ratings services reported the number of people in a sample who had listened to a particular show, and extrapolated this figure to a national audience. Demographic categories such as gender, income, occupation, and geographical location-let alone reports of lifestyle differences-were not part of the standard way that sponsors and ad agencies thought about broadcasting at the time. The goal was to help brands grow as much as possible in the mass market. The radio networks themselves did direct some programs-religious fare and special dramatic presentations, for example-at specialty audiences.
Books about the ad business that were written during the first quarter of the twentieth century reflect that fixation. Earnest Elmo Calkins, for example, discourages readers of his text from advertising in the magazines he mentions that aim at special audiences. They are often inadequate, he INMASSMARKETING’S SHADOW 29 reasons, largely because they are not as efficient as mass-market periodicals in reaching large audiences. The same underplaying of market segmentation by ad people took place during the 1930s and 1940s.
Breaking Up America: Advertisers and the New Media World by Joseph Turow