Tag Archives: Recession

Doing The Accounting

Once in a while, someone will ask “How did we do?”  In one of my past lives, one would hear responses like “the media plan delivered X number of GRP’s at Y CPM ” but rarely about how it impacted sales.  There seemed to be a disconnect between the spreadsheet on the Media Director’s desk at the agency and the one on the Chief Revenue Officer’s desk at the client.  Every so often, a forward-thinking client would try to get everyone in the media and marketing chain to be accountable, but the fact that so much of the media world was estimates – ratings, attention levels, commercial effectiveness – it was almost impossible to say if a pop in sales was due to fabulous creative, brilliant media strategy, or just dumb luck. Continue reading

Leave a comment

Filed under Consulting, Reality checks, Thinking Aloud

Thinking Our Way Into A Depression

Clipart of bills and coins
Image via Wikipedia

There are dozens of media trade publications and hundreds (thousands?) of blogs writing about the media business.  For the past six months, nearly all of them have adopted this “world is coming to an end” mentality that seems to leave little choice for anyone selling online media but to drink heavily and abandon all hope of making your numbers. Continue reading

Leave a comment

Filed under Consulting, digital media, Helpful Hints, What's Going On