Commentary
The Past Tense Of Irwin Gotlieb
- by Joe Mandese @mp_joemandese, July 19, 2010
"It used to be a great business," Berger stated, as his Powerpoint flashed to an image of an eagle-eyed GroupM global chief Irwin Gotlieb (aka the most powerful man in media) peering down from a Manhattan window sill.
That was the old world, Berger seemed to imply, noting that the marketplace has shifted from buying media to "buying audiences."
"The problem is reach is easy for us to get," he said noting that all the demand side platforms that ahave emerged have made it easy for agencies to acquire the audiences they used to get only by buying media via the kind of big agency behemoths that Gotlieb is known to run.
Gotlieb (Courtesy of Bloomberg/BusinessWeek)
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
www.hitviews.com is delighted that reach is easier for brands. Now they can reach out to their customers right from their lap. "Buying audiences" is the right answers, audiences buy products, media does not. Yes, it "used to be a great business...." for agencies who could efficiently make a huge buy and then rest. But it wasn't so great for clients who needed to move product off the shelf. Now, thanks to new audience builders and product movers, like Hitviews' online webstars, customers buy product.