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

by David Verklin and Bernice Kanner

Book Overview

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)...

• Format: Hardcover
• Language: English
• ISBN: 0470056436
• ISBN13: 9780470056431
• Release Date: April 2007
• Publisher: Wiley
• Length: 240 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.9" x 7.6" x 9.1"

Customer Reviews

A prediction of the advertising future

I liked the book, especially because it was our only textbook, but Where the Suckers Moon and Hey Whipple Squeeze this were much more entertaining. This book gives a forecast as to what the internet is and will continue to do to the ad business. Great book if you are looking for new ideas or going to do internet marketing.

Pretty good book about new media

This is a pretty good book that discusses how the "new media" has affected marketing. In particular, the author discusses blogs, podcasting, Tivo, YouTube, Wikipedia, Google and others. He provides a lot of statistics and some historical perspective to highlight the impact of new media. While high on statistics and the pros and cons of each technology, there isn't much strategy on how to best use it. This is kind of understandable since everyone is also trying to answer the same question! If you have an interest in marketing and the new media, pick it up.

Great Read/Fabulous Industry Insights

How businesses are following technolgy in order to reach customers is truly amazing. I never knew some of this stuff was possible. David Verklin is a guru to advertisers about where they should be putting their money. This book is not only for people in the advertising industry, but for everyone who wants to know what's going to be happening next. Ads on your iPhone? Custom ads when you turn on your computer -- based on what you've ordered online? Anything and everything is possible and is on the horizon. Watch This, Listen Up, Click Here is a really a cool book.

Watch This, Listen Up, Click Here

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.

A Fascinating Look Inside This Multibillion Dollar Business

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 "eng