Gerber, Marchese Signal Mini Exodus From Digital To Traditional Media

by Joe Mandese, Mar 25, 2011, 7:30 AM

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Two digital media industry pioneers - Adam Gerber and Joe Marchese - officially jumped to senior marketing roles at traditional media companies Thursday, marking a bit of a mini exodus. Gerber, who most recently was CMO of Web site analytics firm Quantcast, and was a veteran Madison Avenue digital media buyer before that, landed as vice president-sales development and marketing for Walt Disney Co.'s ABC Television Network (see related story in MediaDailyNews). Marchese, founder and president of online social media marketing platform SocialVibe.com and SVnetwork, was named senior vice president-digital and marketing strategy at Madison Square Garden's FUSE music TV network.

The moves came just two days after another digital media pioneer, Tacoda Founder Dave Morgan, delivered a sobering keynote at the OMMA Behavioral conference in New York explaining to the digerati why he has abandoned the digital media industry to launch Simulmedia, a company focused on developing better ways for advertisers to target TV viewers.

Marchese, who recently took a hiatus from his weekly column on MediaPost's "Online Spin Board" in order to make the transition, said the move was part of a long-term strategy to broaden his personal perspective in managing media companies. In a symbolic gesture, his move was announced the day after he turned 30.

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0 comments on "Gerber, Marchese Signal Mini Exodus From Digital To Traditional Media".

1. Paul Benjou from SEMplest LLC
   

   commented on: March 25, 2011 at 8:16 a.m.

   Not a surprising move.I have the highest respect for these individuals and a move to "the other side" is not so much a bad reflection on digital media. It, in fact, signals a need to better understand how digital media can flow in harmony with mainstream media ....TV.
   Congrats to all and a special shout out to Adam Gerber.
   Paul Benjou
   Ad Blog: www.MyOpenKimono.com

2. Richard Monihan
   

   commented on: March 25, 2011 at 3:29 p.m.

   Congratulations to both for making the move. As a TV person who made the switch to digital in 1999, I've always been stunned at the lack of cross-pollination that took place. In the last few years, it's been increasing.
   Even so, there is still a great need for TV and online to mix more. When I first made the jump years ago, I saw more in common between TV and online than many others did. Even today, as the two distribution systems collide and merge, there is much they can gain from an intimate knowledge of how they both operate.

   For one, it wouldn't hurt if those on the digital side begin to realize that one of TVs strongest attributes is its maturity of standard business practices. Despite the occasional interruption in "business as usual" (Fox in the 80's, Cable in the 90's, Digital today), TV has always had a standard approach to managing business as it moved forward, which has helped it grow despite declining viewership first in broadcast, then overall.
   TV, in some ways, has proved more adaptable to a changing business landscape simply because of its maturity.

   Good luck to both and may they have smooth sailing.

3. Andrew Budkofsky from Break Media
   

   commented on: March 28, 2011 at 5:37 p.m.

   Is it an exodus, or is it old media realizing it needs to catch up with the exploding digital arena and hire experts that help take them to the next level?

4. Paula Lynn from Who Else Unlimited
   

   commented on: March 28, 2011 at 9:16 p.m.

   Let's not say old as if there is something wrong with being old. We need to take some lessons from other cultures to respect elders. All of which refreshing facelifts to "old" makes it exciting again and proves its relevance. With such talents to join the classics, we should see stars shining.

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