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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

  • Screen Size Matters: Nielsen-Backed Study Finds Higher Ad Recall For Shows Viewed On TV Vs. Other Screens in Television News Daily on 06/29/2016

    At a time when consumers -- and the ad industry -- appear to be blurring platform lines and lumping all forms of TV consumption together, new independent research being released today indicates there still are fundamental differences in the way consumers experience TV programming and ads across platforms. The research, which is being unveiled at Nielsen's annual client meeting in Las Vegas this morning, shows that viewing on a conventional TV set continues to trump viewing on computers, smartphones and tablets in terms of ad attentiveness and recall, as well as their overall enjoyment of the programming and advertising they watch.

  • SVOD Reaches Critical Mass, Surpasses DVR Penetration in Television News Daily on 06/27/2016

    In what appears to be another tipping point for over-the-top consumption of TV and video programming, Nielsen this morning released figures estimating that Internet-based digital subscription-based video-on-demand services (SVOD) such as Netflix, Hulu and Amazon Prime are now available in 50% of U.S. TV households. The 50% milestone has been a historic rule-of-thumb when Madison Avenue begins taking a new media platform seriously as a mass medium.

  • Weinstein To Madison Avenue: Try Less Harder in MediaPost Live on 06/24/2016

    CANNES, FRANCE -- At a time when many on Madison Avenue believe the next wave of advertising will be -- or already is -- content marketing, one of the world's greatest content marketers advised the ad industry not to try so hard at selling things. "I think things work when they're subtle," The Weinstein Co.'s Harvey Weinstein told delegates here this morning during a Q&A with Publicis chief Maurice Levy. Specifically, Levy asked Weinstein why, after decades of failed attempts to merge "Madison and Vine," it has "never worked beautifully."

  • Klues-Backed Startup Enables Brands To Target Consumers Based On 'Affinity' in MediaDailyNews on 06/22/2016

    A research startup backed by former Publicis media chief Jack Klues will begin testing a self-serve platform enabling brands to log in, type in a brand name, and target consumers based on the "affinity" they have for that brand. The startup, aptly named Affinity Answers, utilizes a powerful proprietary method that scrapes what people do and say about brands on social media, and scores them based on the connection they feel for specific brands. "If I'm Coke, I can log in and type Coke Zero and I'll get a quick hit list of what other brands my consumers are engaging with," explains founder and CEO Sree Nagarajan, adding: "This process often reveals surprising affinities, like who knew my customers also like Cheetos."

  • Google Exec Demos Next Gen VR (Or Did He?) in MediaPost Live on 06/21/2016

    CANNES, FRANCE -- Delegates attending Clay Bavor's presentation here this morning thought they were experiencing him live, on a well-lighted stage in the Palais. In reality, he was merely an "electrochemical rendition in a dark theater." At least that's how the Google VR chief explained the way people experience anything -- real or virtual -- leaving me wondering whether Bavor was actually physically present at today's session of the Festival of Creativity, or whether he was just demonstrating one of Google's next generation VR technologies.

  • Ad Market Continues To Expand, Reaches Highest May Ever in MediaDailyNews on 06/21/2016

    On the eve of 2016-17 upfront network TV negotiations, demand in the U.S. ad marketplace continues to expand -- for all media -- according to May results of the monthly U.S. Ad Market Tracker. The tracker -- an index derived from actual media buys processed by the majority of big agency holding companies compiled by Standard Media Index and published by MediaPost -- turned in its best May ever, posting an index of 220. That's a 22-point gain over April and a 17-point gain over May 2015. According to SMI, total media spending among the agencies it tracks rose 8% in May vs. the same month a year ago.

  • Pivot Play: How Hakuhodo Learned To Fail Fast, Create Beta Shops in MediaPost Live on 06/20/2016

    CANNES, FRANCE -- In what could well be called a "Lean Agency" approach to ad industry innovation, Hakuhodo Worldwide CCO Masaru Kitakaze made a case for the "beta agency" during a keynote today at the Lions Festival of Creativity here. "Beta is sample software that users can try before the final versions come out," Kitakaze explained, adding, "I think this beta concept in Silicon Valley is applicable in creative team-building." Noting that Japan's Hakuhodo is a 120-year-old global ad agency organization, with more than 10,000 employees worldwide, Kitakaze said it, like any big, old organization suffers from "big company sickness." The way to offset it, he said, is to utilize a "beta" approach to agencies.

  • Zenith Downgrades 2016 Global Ad Outlook, Accelerates Mobile's Tipping Point To 2017 in MediaDailyNews on 06/20/2016

    Following significant upgrades for the 2016 ad economy by two leading forecasters, a third has downgraded its outlook for the year. Publicis' Zenith unit this morning revised its global ad-spending growth forecast to 4.1% for this year, down half a percentage point from the 4.6% expansion it predicted in its last forecast in March. While that's still an improvement from the 3.9% rate of growth Zenith estimates the ad industry had in 2015, it is the agency's second downward revision for 2016 since it first forecast a 4.7% rate of growth last December. Zenith marginally upgraded its outlook for North American ad spending up one-tenth of a percentage point to 4.7% vs. the 4.6% forecast it made in March.

  • Over-The-Top, But Under-The-Radar: Why You'll Be Watching Tubi TV in MediaPost Weekend on 06/18/2016

    If you've attended any major TV industry event recently, chances are the keynote flashed some sort of Lumascapes-like chart illustrating an increasingly cluttered over-the-top TV environment littered with players running the spectrum from premium (Amazon, Netflix, Hulu, etc.) to free, ad-supported apps and streaming service from the major TV networks seeking to extend their audience reach and ad revenue base. More than likely, you did not see a logo for Tubi TV, a Silicon Valley startup whose motto is "Now playing, no paying." But you will.

  • This Just In(stant) in Content Marketing Insider on 06/17/2016

    It's official. Brand content is now completely indistinguishable from non-brand content. You know, what we used to call "editorial" content. We've been sliding down a slippery slope for some time now, but the tipping point happened this week when The Washington Post, once one of the most venerable separators of church and state, announced "game over." Well, the newspaper didn't actually say that. What they said, was, it had become one of the first publishers to launch branded content on Facebook Instant Articles. Huh?

Comments by Joe All comments by Joe

  • 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. 

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

    @Kenny Kurtz, I didn't say media causes radicalization. I said I believe it has been a factor, and that radical Islamists have turned the tables by figurng out how to use media to spread terror, and increasingly, to recruit and radicalize others. I believe the free flow of open media represents a threat to any fundamentalist belief system, because it exposes followers to other ways of thinking.

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

    @Anthony Livshen: That's what I'm talking about. Good job, CNN!

  • ANA Finds Agency Media Kickbacks 'Pervasive,' High-Level Execs Signed Off by Joe Mandese (MediaDailyNews on 06/07/2016)

    @Henry Blaufox: The flowchart is just one of several models delineated in the ANA report. This one illustrates an explicit markup process not disclosed to clients. It wasn't meant to be represenative of all of the study's conclusions. I recommend reviewing the report and if you feel moved, please add comments, observations or contribute otherwise:

  • ANA Finds Agency Media Kickbacks 'Pervasive,' High-Level Execs Signed Off by Joe Mandese (MediaDailyNews on 06/07/2016)

    @Ed Papazian: These are just the top-lines, the report is still being disclosed via a Q&A briefing (now), but ANA chief Bob Liodice said the goal of this study was not to probe criminal activity, just to find facts on the pervasiveness of non-transparent practices. More to come.

  • Silence = Death by Bob Garfield (Garfield at Large on 05/31/2016)

    @Mike Einstein: Threre's one right here. Everyone should go visit it:

  • Silence = Death by Bob Garfield (Garfield at Large on 05/31/2016)

    As editor, I get comments from readers that don’t get posted publicly. Most of the ones about this column were from people who 1) don’t believe we should cover politics; and 2) felt Bob unfairly attacked Trump. Re. No. 1, we don’t cover politics per se. We cover it as a form of marketing that sells a product -- in this case, a candidate. Re. No. 2, we cover stories about consumer marketers that make false or unhealthy claims. Bob does not report news for us. He is columnist. The real question is whether his opinions are relevant to our readers. I believe they are because Bob is a media critic calling out journalists for not doing their job. In a previous column, he described it as “journalistic malpractice.” I think it is the right way to characterize it. If a marketer makes false or unsafe claims that jeopardize the public, it is the job of journalists to inform it. Bob could just as easily have been writing about the press’ failure to cover the recall of an unsafe airbag. In this case, he chose to write about the recall of an unsafe bag of hot air. Okay, so I have opinions too. And this is an appropriate public forum for expressing them. You are welcome and encouraged to do so as well.

  • Modest Rises In National TV Spend, Digital Soars by Wayne Friedman (Television News Daily on 05/18/2016)

    @Ed (MediaPost Editor Joe Mandese here). The answer is that spot TV (-10%) share of the total was enough to bring the total's average down to +5%. Here are the shares by national TV type, courtesy of SMI: Share – April 2016 Cable TV 45.1% Broadcast TV 36.0% Spot TV 9.9% Syndication 4.0% Local/MSO Cable 3.8% Ad Sales House 1.1% Other 0.1% 100.0%

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