Essays on media: MEDIA DIRECTORS INK

Most good media people have strong views on media issues, only a few write them down. Steve has been writing for the industry since the late 1960s. His work has appeared in The Harvard Business Review, Advertising Age, AdWeek, Inside Media, Media Marketing Decisions, The Advertiser and most recently in his newsletter - Media Directors Ink.

Here is a sampling of his most recent essays on media:

Cover Story
The Complete Consultant- full service media consulting

The Latest
Modeling the Return on Media and Message Investment

On The Business
Three Client Hot Buttons
The Scope of Rework

Redefining Media Consultancies- new areas
Through the looking glass- mid and small advertisers
How Big is Your Radar Screen- hiring practices

On Strategy
Morgan's Law- media spend and market share
Copycat Categories- sameness in categories
Viral Advertising- inexpensive and effective
The Schizophrenic Strategist- for sales and equity
Accelerated Returns- branding life-cycles
32 cents Change Please- brand equity
Media Planning Rev. 2002 (Part 5 of 5)
Media Planning Rev. 2002 (Part 4 of 5)
Media Planning Rev. 2002 (Part 3 of 5)
Media Planning Rev. 2002 (Part 2 of 5)
Media Planning Rev.(olution) 2002 (Part 1 of 5)
Recency and Residue- more on sales and equity

On The Media
May Madness-the upfront TV season
Winking in the Dark- in-store media
Television and Addiction- heavy viewing
Television + Internet- the new medium
The Kingdom of Internet- pros and cons
New Media in Old Context- Internet gold standards
The Remotely Armed Audience- remote viewing
Developing Internet Strategies- sound thinking

On Research
Total Media Practice
Fusing Samples by MultiBasing- cool fusion
A Yardstick Can't Measure Pounds- CPMs are what?
Truth in Sampling- sampling errors and reality

On The Economy
Spending in a tough year- recession spending
Justifying Media Budgets- in tough times
Uncertainty and Opportunity- making the most
Media Budgets and Uncertainty- more tough times


















   

 

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