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Broadcast Networks Rule! March 25, 2004

Posted by David Card in Uncategorized.
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Great Mel Karmazin interview in the Journal. Two highlights:

WSJ: This seems to be a make-or-break year. A lot of marketers seem dissatisfied with current results.

Mr. Karmazin: Garbage. Heard it before. … More and more money continues to come to network television and will continue to come to network television, because there is no better way to reach the largest number of people, particularly in a world that’s becoming more fragmented.

WSJ: Isn’t the upfront a little archaic now?

Mr. Karmazin: It’s been archaic forever. You know what happens now? The losers are now saying it’s time to make a change.

Karmazin is right on the money. Regular readers know I’m cynical about TV ad measurement, and that I think tons of money is misspent. But that doesn’t mean I think anything’s changing soon. It will take a generation of new blood to upset the system. Check out my manifesto from 2001. Don’t count the broadcast nets out just yet.

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