Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume (Hardcover)

~ (Author), Bernice Kanner (Author)
Key Phrases: gross rating points, New York, United States, Super Bowl (more...)

Editorial Reviews

From Publishers Weekly

Billed as a "user's manual for understanding the media around you," authors Verklin and Kanner (1949-2006) deliver a largely stale barrage of data-laced anecdotes outlining the techniques that marketing and advertising pros employ to capture your attention and dollars. Verklin, CEO of the independent media buying firm Carat, and Kanner, a marketing expert and author (The Super Bowl of Advertising), test the stability of old media marketing pillars-newspaper ads, television ratings services, blocks of TV commercials-and find they're collapsing under pressure from online services like Craigslist and commercial-excising technology like Tivo. At the same time, the authors demonstrate the marketing bonanza available to firms willing to push the envelope. Examples of niche marketing and experimental strategies for it abound: Google has diversified, using not just a search engine, but maps, e-mail, spreadsheets and the like to deliver customers to its advertisers; the U.S. Army has made video games the 21st century recruitment poster; and even the venerable New Yorker recently experimented with a lone-advertiser model, in which Target bought an entire issue's worth of ads. Unfortunately, this book doesn't pull back the curtain very far. This catalog of trends is more like a paean to the industry than a look inside it, with pedestrian observations (Wikipedia as "Darwinian process," "the embodiment of the Web's potential and a roadmap for knowledge creation") filling in for fresh insight.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Description

A media and advertising CEO explains how his world shapes ours
The TV program coming into our living rooms isn't free. It's a simple Faustian bargain consumers have made but one with enormous implications. It means that David Verklin, CEO of one of the world's largest ad-buying companies, and his clients-the world's largest advertisers-control what TV programs get aired, what magazines get published, and how Google and Yahoo stay in (very healthy) business. In Watch This, Listen Up, Click Here, Verklin and Kanner expose the inner workings of the media, marketing, and advertising industries. Readers will learn why their favorite shows get cancelled, why Oprah gives away cars, and how money, people, politics, and new technologies are transforming TV, the Internet, radio, magazines, and other media Americans consume every day.
David Verklin (New York, NY) is CEO of Carat Americas, the world's largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. Bernice Kanner (d. 2006) was a marketing expert and author for 13 years of New York magazine's "On Madison Avenue" column.

See all Editorial Reviews

Product Details

• Hardcover: 221 pages
• Publisher: Wiley (April 20, 2007)
• Language: English
• ISBN-10: 0470056436
• ISBN-13: 978-0470056431
• Product Dimensions: 9 x 5.9 x 1 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars  See all reviews (8 customer reviews)
• Amazon.com Sales Rank: #551,886 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars A Fascinating Look Inside This Multibillion Dollar Business, May 3, 2007

By	Dr. Jonathan Dolhenty (Port Orford, OR United States) - See all my reviews (TOP 1000 REVIEWER)

Who would believe that a book about marketing and advertising, subjects usually considered rather academic, mundane, and dull, could be exciting and very informative, as well as interesting to read. Well, here is one and I can recommend it without hesitation.

Now, there is one thing I can say with absolute certainty: the marketing and advertising of goods and services are changing rapidly. And this remarkable book, "Watch This, Listen Up, Click Here" by David Verklin and Bernice Kanner, proves it beyond all doubt. This is not a book just for the marketing and advertising professional; it is a book that will be enjoyed by all readers because virtually all of you out there are consumers of goods and services and most of you are joined, in some way or other and to some extent, to the electronic media matrix that is pervasive in our world today. If you watch television or listen to radio, if you're connected to the Internet, if you own a cellphone or other communication device, and even if you read print publications, you are affected by the world of modern marketing and advertising. There is no escaping it short of becoming a hermit in some unknown, faraway retreat, outside of the normal channels of the human community. There is good reason that the subtitle of this book is "Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume."

I do have a personal interest in what Verklin and Kanner explore in their book. First, way back in the 1980s and for two years, I was the director of advertising for one of the largest destination resorts in the southwestern part of the United States. I worked directly with the marketing department, was privy to all of their selling techniques, and was required to design advertising and deal personally with all the media. Back then, of course, the advertising game was much simpler than today's since our attention was directed mainly to television, radio, and print publications. There was no Internet as it exists today, no cell phones, no IPods, no BlackBerrys, and "globalization" was a term sometimes heard in political discourse but it had not yet evolved into the economic buzzword that captivates the world market as it now does. Secondly, I have managed a website for ten years that depends almost exclusively on advertising in order to survive -- hence, I want to know what the future holds for marketing and advertising. Now that you have my caveats, let's briefly visit some things that Verklin and Kanner have to say.

From the very start, in the Preface in fact, Verklin offers the reader a tempting bit of text that's hard to resist. "Thanks for glancing," he begins. "That's really all I need from you. Guys like me will pay you for your glance. What I'm really after, however, is something more -- something we call 'engagement.' I'll reward you bigtime for that...." Glancing? That's all he wants me to do? Well, yes, but not quite. There's a lot more. First, the "glance." Then, of course, the "engagement." What does all this mean? That is what's explained throughout the book, along with an insider view of the multibillion dollar business that confronts most of us each and every day.

The book is divided into three sections: (1) The Lay of Medialand; (2) A Whole New Ball Game; and (3) Tomorrow. This last section contains only one chapter, something I mention now because the title of the chapter is a real teaser: "What's Really Sexy about Porn? (A Peek at What's to Come)." Now I have to confess that after perusing the table of contents, and taking note of that chapter's title, I immediately opened the book to page 201 and began reading (it's amazing how the words "sexy" and "porn" catch someone's attention!). I always suspected that pornography was first in line when it came to utilizing a new medium (e.g., very soon after photography was invented in the 19th century, it was put to use in the sex industry), and the authors confirm this for me. As they say: "If you want to know what media will look like tomorrow, look at what the sex industry is up to today. Even before the get-rich-quick schemers jump in, porn has landed, almost always the first application a new medium gets." This may be a sad commentary on human nature; nevertheless, pornography has been around for millennia and will probably be around forever. This last chapter, however, does look into the future of media and provides some informative speculation.

Now that the last chapter has been noted, let's get back to the book itself. I must congratulate the authors for the very clever chapter titles, most of them beginning with the word "Why," which is always a suggestive "teaser." The titles, in spite of the words used, are merely indicators and do not necessarily reflect the entire subject covered. Let me give you just a few that I thought were particularly provocative: "Why Newspapers Hate Craig and His Infamous 'List'" - Chapter 5; "Why Outdoor Companies Pray for Traffic Jams" - Chapter 6; "Why Wikipedia Ticks Off the Other Media" - Chapter 9; "Why Honda Hates the Internet...and Those Who Haunt It" - Chapter 15. One of my favorites was "Data Mining: Why Your TV May Think You're Gay" - Chapter 13. (I think I actually read this latter chapter right after I read the chapter on porn -- amazing what a teaser-term can do. Fortunately, this book can be read out of sequence.)

Suffice to say there is something in this book that will appeal to most readers. There's a discussion about why TV ratings are overrated, why Legoland is visited by grown men, why the Army's best new recruitment tool is a video game, and "Why the Smart Money Moved Its Chips from Poker to Bulls" - Chapter 22. All of the companies and trade names mentioned by the authors will be familiar to you and you'll learn some of the little "secrets" behind their marketing campaigns. And, finally, both authors are eminently qualified to write about this subject. Verklin is CEO of one of the world's largest ad-buying companies and Kanner (who unfortunately passed away shortly after completion of the manuscript) was a marketing expert and author of several books on advertising.

All in all, "Watch This, Listen Up, Click Here" provides a fascinating look into a world that most of us are not intimate with except on the consumer side. I would venture to say that, once you've finished this book, you'll never look at the TV, cell phone, IPod, Internet, or other media experience quite the same again. Highly recommended!

1 of 1 people found the following review helpful:

3.0 out of 5 stars not good enough, August 20, 2007

By	Z. Yixin "book maven" (Sydney, Australia) - See all my reviews (REAL NAME)

Too many cases are not familiar to the people outside North America. That's why make the overall findings and conclusions not that convincing to everyone. Plus the writing style is definitely not in plain and readable English.

2 of 3 people found the following review helpful:

5.0 out of 5 stars Watch This, Listen Up, Click Here, June 7, 2007

By	Sheldon Senzon "MrMediaPro" (Miami, FL) - See all my reviews (REAL NAME)

Extremely well written, full of lots of pertinent and timely information. As someone with over 30 years in the Media Business I found it an extremely worthwhile read.