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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at

Articles by Joe All articles by Joe

  • Post-Olympic Hangover, Top Ad Spenders Decline In September in MediaDailyNews on 10/21/2016

    The U.S. advertising marketplace grew only modestly in September, which nonetheless signals a healthy expansion considering it is posting off an August that included significant incremental spending by brands participating in the 2016 Summer Olympic Games, including NBC's coverage of it. The U.S. Ad Market Tracker expanded to an index of 234, up three points from August - and reflecting even more organic growth -- up 10 points from September 2015. The Summer Olympics hangover was most pronounced among the biggest media and advertisers most prone to participate in the games, especially the national TV marketplace.

  • Auditor Finds Only Half Of Clients Have Discussed Transparency With Agency in MediaDailyNews on 10/20/2016

    In the months since media-buying "transparency" has become a flashpoint between advertisers and agencies, half of all clients say there has been no communication with their agencies over the subject. Among the half that have discussed the issue, clients have initiated those conversations by a margin of two-to-one of their agencies. Those are the findings of a "quick poll" conducted among big advertisers by a leading media auditing firm.

  • Liodice Kicks ANA Show Off On Foreboding Note: Cites 'Sluggish' Sales, Brands In 'Decline' in Marketing Daily on 10/20/2016

    ORLANDO -- Characterizing marketers' business results as "sluggish" and "negative," Association of National Advertisers President and CEO Bob Liodice kicked off the association's annual Masters of Marketing Conference today by calling on national advertisers to "take back the industry." Citing a "litany of concerns" including talent, diversity, metrics, privacy, ad fraud, ad blocking, viewability, and transparency, Liodice described the current state of the overall marketing industry as "unproductive, unsustainable, and undesirable" and said U.S. marketers have effectively lost overall "control" of their industry.

  • Through The Lips And Over The Gums, To Programmatic TV Liquor Has Come in Television News Daily on 10/18/2016

    According to a presentation at MediaPost's TV Insider Summit, a liquor brand was the first to break into a programmatic TV ad buy on satellite TV provider DISH. How TV media-buying has changed. When I started out, liquor brands couldn't even advertise on TV.

  • Through The Lips And Over The Gums, To Programmatic TV Liquor Has Come in Show Daily on 10/18/2016

    How the TV media-buying has changed. When I started out, liquor brands couldn't even advertise on TV. Gradually, over the years, they cracked into cable TV. And now, according to a presentation at MediaPost's TV Insider Summit, a liquor brand was the first to break into programmatic TV ad buy on satellite TV provider DISH. Jarod Caporino, Managing Partner, Resolute Digital, presented how the agency has been utilizing various forms of programmatic and addressable TV for whiskey brand Glenfiddich.

  • Trading Desk Places in RTBlog on 10/17/2016

    It always tickles me when Wall Street's traders rate Madison Avenue's. Today, the equity research team at Wall Street's Raymond James & Associates initiated coverage of Madison Avenue's aptly named The Trade Desk, giving it an "outperform" rating and a target price of $31. That's nearly twice what TTD priced its recent IPO at, and a significant bump over its trading range since going public in September. All for good reasons -- both micro and macro economic ones -- Raymond James analyst Aaron Kessler states in his initial investment thesis for the programmatic media trading company.

  • 'The Atlantic' Adds Pay Wall For Ad-Block Users in Publishers Daily on 10/17/2016

    After half a century as a largely ad-supported publication, "The Atlantic" today will begin offering two options to readers: ad-supported or an ad-free fee, depending on their preference and the technology they have installed on their browsers. "Visitors to our site who use an ad or script blocker will now see a message offering two options: Whitelist The Atlantic, or purchase an ad-free subscription," the venerable magazine says in a note to readers published today.

  • How To Be An "All Star" in MediaDailyNews on 10/14/2016

    Earlier this week, MediaPost announced it is inviting nominations for our annual "Agency of the Year" awards. Today, I'd like to invite readers to nominate candidates for our annual "All Star" awards. Like the "Agency of the Year" awards, the "All Stars" are 100% editorially selected (and yes, there is no fee involved -- you'd be surprised how often that question comes up, making me think other trade publications must charge for editorial recognitions like these).

  • Schwartz Rejoins Undertone As Prez, Franchi Promoted To Biz Dev in Real-Time Daily on 10/13/2016

    Undertone, a division of ad-tech holding company Perion Network Ltd., has named Robert Schwartz president and general manager, and promoted Eric Franchi to senior vice president-business development. Schwartz returns to Undertone after leaving to become chief strategy officer of Perion -- a role he retains -- following its acquisition of Undertone in December 2015.

  • Xaxis Cuts Biggest Deal Ever, Acquires Triad Retail Media in Real-Time Daily on 10/13/2016

    WPP programmatic media unit Xaxis has agreed to acquire Triad Retail Media, a supply-side platform for retail commerce sites that want to sell ad inventory to brands. Terms of the deal were not disclosed, but Xaxis is acquiring TRM from private equity firms Rockbridge Growth Equity and Falcon Investment Advisors. Citing unnamed sources, "The Wall Street Journal" reported that Xaxis is paying $300 million for TRM, and that Xaxis told the paper it is the largest deal it has ever done.

Comments by Joe All comments by Joe

  • Nielsen Probes Viewers' Minds: Finds They Are Distracted By Screens, May Not Comply With People Meters by Joe Mandese (MediaDailyNews on 09/09/2016)

    @Richard Zackon: MediaPost appreciates the opportunity to report on the work Nielsen Consumer Neuroscience is conducting for the Council for Research Excellence. It seems to us to be very important research for the entire industry, and we published not one, but two stories (the one you are commenting on here, and one by Wayne Friedman: ). I’m not sure what you mean by the headline or the tone of the story, but take exception with your implication that it somehow drew “overly bold inferences” or that the story implied it was in anyway conclusive. The story pointed out that the findings were based on a “very small sample,” and we even quoted Nielsen’s Dr. Carl Marci saying they were “not conclusive.” That is why we characterized it as a potentially alarming early warning signal for Nielsen's national TV currency, not something conclusive.Personally, I applaud the CRE and Nielsen for conducting this research and sharing it publicly, but if you share research finding that 25% of people meter panelists did not respond to their prompts because they were looking at a second screen, we consider that news, even if it isn't conclusive.The whole point of the research was to find out how people's attention is changing as a result of new viewing behaviors, including second screens. Whatever the final conclusions end up being, it makes sense those changes would also be impacting a research methodology requiring people to pay attention.

  • Study Finds Third Of Native Ads Fail To Comply, Perform Better Than Fed Guidelines by Joe Mandese (MediaDailyNews on 08/29/2016)

    Thank you for weighing in, Steve. I agree it bears commenting on. I've expressed my views in various MediaPost editorials and events (that the industry is inviting regulation by not self-regulating these practices).

  • Vi The F**k? by Joe Mandese (TV Watch on 08/24/2016)

    @Rick Thomas: With respect, I disagree. I don't believe good content is sufficient to determine success in television anymore. The reason is there simply is too much content -- and much of it is actually very good. The industry currently televises more hours of original programming than people have time to watch:   In that environment, what is required is continuity, consistency and commitment for a show to "resonate" with an audience. As I said, I am no critic and I may be wrong, but I believe both "Nightly" and "Gaffigan" had the tenants to do that, because they were relevant and differentiated. You and others may not agree.But to your last point, I believe having good content is not enough. It's one of the reasons I believe NBC's Olympic ratings trended downward. The difference in the TV viewing environment in just the past four years is significant, because on top of all the new hours of original programming that have come into traditional linear TV, viewers also have a multitude of new digital video options to choose from too. In years past, simply putting the Olympics on was good enough to guarantee success. Today, you have to give people a reason to spend their time viewing them. I think that's where NBC really failed. And it wasn't just promotion. It was helping people navigate the user experience.Again, I may be wrong. "Nightly" and "Gaffigan" may not have been good enough, and no amount of commitment from Viacom may have enabled them to find an economically viable audience. But I can tell you at least one viewer who is disappointed to see them go. -- Joe

  • Can Brandtech Save Adtech? by Alex Bogusky (MediaDailyNews on 08/23/2016)

    @Ari: Nothing is disguised. Bogusky explicitly disclosed his relationship to Brandzooka, which is our policy. It's up to readers to decide if the substance is more of press release or a column, and it's clear where you stand on that. We felt there is enough industry interest in what Bogusky is doing to justify publishing his own take. For what it's worth, we have written straight news stories about some of his new ventures (Visibl) and we've been trying to do a story on Brandzooka, but this was the best way we could advance it. If you have a wonderful product you believe would be of as much interest to our readers as what Bogusky has been up to, you are welcome to write about it. If it is done in a transparent and fully disclosed way, and it is genuinely wonderful and relevant, we will publish it. Or just tell us, and we'll write a news story about it.

  • As Audience Reach Erodes, Some Networks -- Mainly Cable And CBS -- Fare Better Than Others by Joe Mandese (Television News Daily on 07/25/2016)

    Ed - Here's how Brian Wieser describes the analysis: A data-set for each of 79 networks including household reach during the month of June 2016, a simple average of the change in reach over each of the prior 12 months and a ranking of relative performance on this basis follows in this note." He does not state wither it was for adults, households or a demo, but I'd assume it was either households or persons 2+.

  • Adblock Nonplus by Joe Mandese (RTBlog on 07/08/2016)

    @ Mark Addison (a representative of Adblock Plus): Thanks, can you point out exactly where that is spelled out? And if that's the case, what does Flattr Plus do in this regard that Flattr didn't already do. And why is Adblock Plus, which markets adblocking software and charges publishers to whitelist, enabling its users to make direct donations out of their own pockets. How does Adblock Plus benefit from that? P.S. this is not the first time, I've asked these questions or written about this.

  • Set Your Watches, The 'Commercial' Is About To Turn 75... Tick, Tick, Tick by Joe Mandese (Television News Daily on 07/01/2016)

    @Douglas Ferguson: The brand was done in by a (wrist) band. But have to give them props for trying something so daring.@Alvin Silk: It's ironic how we went from a :10 to full program sponsorships with brand integration (even cast commercials) to the :60, then the :30, and frequently :15s, :20s, etc. Maybe we will come full-circle and make the :10 the standard unit once again. Personally, I'm interested in new models some publishers and developers like Parsec are using that are time-based attention, or cost-per-second. Not sure TV will ever go that route, but it makes sense for digital in many ways.

  • Publicis Addresses Household Targeting, Finds Higher Yield For Brand Vs. Category by Joe Mandese (MediaDailyNews on 06/17/2016)

    @Ed Papazian, I think it depends on the brand, the category and the consumer. But I for one would agree that, generally speaking, there is some overlap.

  • Why Anderson Cooper's Ban On Orlando Killer's Name Is Wrong by Adam Buckman (TVBlog on 06/16/2016)

    Adam - I see your point, but I don't agree that the perp's name is a material fact necessary for reporting on the story. His name is a matter of public record. Unless his name actually contributes to informing the public in some way, or advancing the story, I don't see why it is necessary to repeat it.Ultimately, it's up to each journalist of news organization to determine what material facts to report on. My own point-of-view is that at least part of the motivation of mass shooters -- whether they are terrorists or psychopaths -- is to get attention and fame. And that is something that is partly in the control of journalists who report on them and their acts:

  • How (Not) To Cover A Massacre by Joe Mandese (TV Watch on 06/14/2016)

    @George Simpson: Of course I believe in the public's right to know. I just believe media should be more conscentious about the role they play in influencing terrorist or maniac behaviors. They can inform the public in ways that don't make the culpfrits celebrities, feed their ego, or support theyr martyrdom. My recommendation is more along the lines of what Anderson Cooper did. Talk about the facts and anonymize or objectify the individuals as much as possible. At the very least, we can remove the media fame part of the equation out of their motives. 

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