The media business is, in part, founded on the medium’s ability to deliver eyeballs to advertisers. Obviously the ability of any one medium (and I mean, for example, a TV channel, not all of TV) to do that on a large-scale has been diminished over the years. However, there is an expectation, in my opinion, on the part of advertisers that somewhere at the end of the media equation is a sale.
Part of what we used to sell in TV was the fact that there is only one ad on the screen at a time and your product is front and center. And while that’s still true, a few other things have changed which show how dumb we TV folks have become in many ways. (more…)
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