• September 26, 2007

The media business--"A fascinating business, don't you think?" David Verklin, CEO of Carat Americas, asked the lunching audience... to a collective and virtually audible eye-roll.

Moments earlier, we saw Verklin and James Lipton exchange their new books--"A sacred moment," noted Lipton, whose book, "Inside, Inside," is a forthcoming autobiography. Verklin's book, "Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume," is self-explanatory, other than the fact that it's not intended for industry types, but for the layperson. "I found it to be an enormous challenge," Verklin said.

Lipton, who later will spend four to five hours taping an Actors Studio interview with Alec Baldwin, has the audience rolling in laughter with his wry humor.

Verklin's favorite word? "Fantastic."

Least favorite word? "No."

Turn on? "Competition."

Turn off? "Lack of appreciation and bad manners."

Sound he most loves? "Daughter's laughter and sound of a cash register ringing."

Sound he most hates? "Sound of alarm clock."

Favorite curse word? "Son of a bitch."

Profession other than his own he would want? "Archeologist."

Profession other than his own he wouldn't want? "Dentistry," "Like my father."

If God exists, what would he say when Verklin arrives? "We've been waiting for you to get here," ... "We'll be right back after a moment from our sponsor."

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