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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

  • It's Official, Moon Pie Rightful Snack Cake Of Solar Eclipse in MediaDailyNews on 08/21/2017

    Not since Oreo's tweet during a power failure in Super Bowl XLII in 2013 have brands tried to leverage a "blackout moment" more than the ones weighing in on Twitter today in anticipation of North America's solar eclipse. But when @Hostess_Snacks tweeted this morning that it was declaring its Golden CupCakes brand the eclipse's "official snack cape," it got overshadowed by a brand with astronomically stronger brand affinity. "Lol ok," retweeted @MoonPie.

  • Ad Demand Dips To Seasonal Low In July, Big Brands More Resilient Than Smaller Ones in MediaDailyNews on 08/21/2017

    The U.S. ad marketplace fell to one of its seasonal lows in July, which vies with January as the lowest demand months of the year. Demand fell to an index of 194 in July from a 217 in June, matching January's 194 index as the weakest month of 2017, according to the US Ad Market Tracker, a collaboration of MediaPost and Standard Media Index based on a pool of actual media-buying data from most of the big agency holding companies.

  • Cover Story: DJT + KKK + Nazis = 'Hate In America' in Publishers Daily on 08/18/2017

    Magazine cover editors felt compelled to use their most visible platform to comment on what appeared to be Donald J. Trump's support of white supremacist demonstrators in his waffling statements following the violent protests and counter-protests in Charlottesville, VA, this past week. Both "The Economist" and "The New Yorker" chose to depict Trump's blowhard statements as blowing support for the KKK, utilizing the group's trademark eye-holed hoodies as a bullhorn and boat sail, respectively.

  • ANA Endorses TrustX, Encourages Members To Use Programmatic Media-Buying Stamp Of Approval in MediaDailyNews on 08/16/2017

    In an important endorsement of the TrustX initiative launched earlier this year by digital publishing trade group Digital Content Next (DCN), the Association of National Advertisers is throwing its full weight behind the program to help facilitate trust and transparency in programmatic media-buying.

  • Former Nielsen Research Chief Donato Joins ARF in MediaDailyNews on 08/15/2017

    Paul Donato, a long-time media researcher who most recently was chief research officer of Nielsen, has been named chief research officer of the Advertising Research Foundation. The appointment, which is effective Oct. 1, was made by recently named ARF CEO Scott McDonald, to whom Donato reports. Donato, who left Nielsen in May after 16 years with the media and marketing research giant, had been operating his own company Jatapond LLC, prior to joining the ARF.

  • Ad Market Expands 5% In Q2 Despite Mass Market Weakness, Declines Among Major Media in MediaDailyNews on 08/15/2017

    The U.S. ad market expanded more than 5% during the second quarter, despite "mass market weakness" and declines in some major national media, according to a quarterly update released early this morning by Pivotal Research Group analyst Brian Wieser. He notes that the market expansion continues to come primarily from digital media, as the national TV ad marketplace eroded 1% and other major media experienced "double digit declines."

  • IPG Upgraded To 'Buy,' Ongoing Agency Concerns Persist in MAD on 08/14/2017

    Influential Wall Street analyst Brian Wieser this morning upgraded his rating for Interpublic's stock from "Hold" to "Buy," despite an overall negative perspective on ad agency stock "trajectories in the next five years vs. the past five." "All holding companies are exposed to the aftermath of increased marketer awareness of media agency fee transparency," Wieser emphasized as a key bearish factor, adding, "we think many of the problems related to this topic have occurred because clients didn't fully understand what practices are contractually acceptable or contractually prohibited."

  • The Turning Point in MediaDailyNews on 08/13/2017

    "We've got live Periscope, too," White nationalist organizer, former KKK chief and former Louisiana state legislator David Duke said as he strode up to an interviewer on the chaotic streets of Charlottesville, Va, Saturday afternoon. "What does today represent to you?" the interviewer asked Duke.

  • Westfield Opens Century City, New Digital Network Too in MediaDailyNews on 08/11/2017

    Concurrent with the opening of its new mall in Century City, CA, retail shopping mall owner/operator Westfield has launched the "Westfield Network," a digital out-of-home network inserting real-time digital ads aimed at shoppers and passersby in central mall locations. The heart of the network is a new, eye-level digital screen installed in 550 locations at 17 Westfield malls. National brands utilizing the new network include Chase and Amazon Studios.

  • The Fate Of Online Trust: Which POV Do You Trust? in MediaDailyNews on 08/11/2017

    A report rounding up some of the internet's most respected and pioneering experts suggests some mixed signals for its near and distant future. The report, released Thursday by the Pew Research Center and Elon University, shows a split between utopian scenarios in which online security and privacy will be enhanced via advances in AI, encryption, blockchain and other promising technologies, and another suggesting an ongoing decay of trust, transparency and exploitation of people's personal data and identities, as well as security breaches. The findings come amid expectations of increasing consumer and business reliance on the internet as a backbone for exchanging information, data and commerce, all premised on a single, dependent word: "trust."

Comments by Joe All comments by Joe

  • Ad Market Expands 5% In Q2 Despite Mass Market Weakness, Declines Among Major Media by Joe Mandese (MediaDailyNews on 08/15/2017)

    Ed, Brian Wieser utilizes a proprietary model for estimating advertising volume based on a bottom's up approach analyzing a variety of data, including revenues reported by media companies. It's highly regarded by a number of sources. Re. your sense of distincitons, they're valid. I have my own too, as I'm sure do others. There's no perfect way to define a universe for measuring anything, but what's important is that you have a solid rationale, and stick with it until you learn something better. Personally, I think there are many forms of advertising that are not properly accounted for, and that we've probably put too much weight on things that are easily identifiable and measurable -- like television.

  • Fox Launches First :06 Units: Duracell, Mars First Brands To Use Short-Form Commercials by Joe Mandese (MediaDailyNews on 08/01/2017)

    @ "Darrin Stephens" - And Max Headroom was running one-second blipverts back then too. In all seriousness, there has been experimentation and testing on a variety of short-form units, even one-second ones: (Masterlock, 1998), (GE, 2006), (Miller Brewing, 2009). IDs and promotional consideration announcements, too. Difference here is Fox is testing :06 as a new standard unit of sale. And it's one that's already a standard in digital pre-roll, etc.

  • Only Two-Fifths Of Ad Execs Say Their Agencies Don't Take Kickbacks by Joe Mandese (MediaDailyNews on 07/20/2017)

    @ Ed: I think that's a legitimate question. I think kickbacks are in the eye of the beholder and fall somewhere between prevailing industry practices, client agreements/contracts, and the law. Some years ago, I broke a story that then GE-owned NBC was sending 1099 forms to agencies and marketers that took their Olympics junkets, because they believed it was reportable income. Those forms of kickbacks are implicit. But when suppliers pay agencies a direct percentage based on volume purchased, that is an explicit form. It's actually a commission system. If those agenices don't disclose that to their clients, then I think that's a problem.

  • Only Two-Fifths Of Ad Execs Say Their Agencies Don't Take Kickbacks by Joe Mandese (MediaDailyNews on 07/20/2017)

    That's right, Ed. That is another way of looking at it. Or you could say, 100% of those who said they knew their agencies were accepting kickbacks said their shop was accepting kickbacks. Not sure what your point is, but we were expressing the total findings. I think it's just as interesting that 42% of respondents don't know one way or the other too.

  • Radio Bureau Launches Micro Site, Answers Question: 'Why Radio?' by Joe Mandese (MediaDailyNews on 07/17/2017)

    Nice, PJ. That's what radio really needs. Great creative, personalities and theater of the mind.

  • Unilever Is Right, You're Already Running Your Best Ad by Sean Hargrave (London Blog on 07/12/2017)

    Interesting insight, Sean.   I'm not sure I know what the solution is, because the real problem has less to do with individual brands and agencies than the world. There are just too many brands, ideas (big and small) and information of all sorts assaulting people that it's hard to break through with anything. Unless you've got something that can break through.   I think the safe bet is consistently and continuity, because, after all, that is fundamentally what a brand is, right? Something you can depend on being that brand over time.   The problem is new brands are being created every day (more than 5 million worldwide by my estimate), and both new and old brands are constantly creating new messages, and sometimes new campaign positions.   My recommendation would be close to the net finding of this report: That unless you have something truly new -- and importantly, meaningful and relevant to your target -- don't say it. Just keep reminding folks what you stand for. Keep awareness up, reinforce your brand.   The downside, is other new ideas -- big and small -- will be marginalizing your share of voice. That's just a fact of the new life of brand marketing.

  • TV's Next Big Show Is Shaping Up To Be Media-Buying Workflow by Joe Mandese (TV Watch on 07/06/2017)

    Ed, just to clarify, Fox and NBC U, were both at the meeting. - Joe

  • The Violent World Of Prestige TV by Gary Holmes (Television News Daily on 07/03/2017)

    Great observations, Gary. Especially how quality shows like "Mad Men," "Six Feet," "FNL," managed to deal with emotion vs. physical depiction -- to great affect. I don't know where we are headed, but would like to think that real prestige shows will throttle back to emotion vs. gatuitous violent depictions. But they're competing in a world where consumers are becoming increasingly desensitized to violent depections. As you know (and reference), broadcast and basic cable have been responding to an edginess that began with pay TV shows like the "Sopranos," etc. And now, with the Internet, OTT and real-world violent depictions in news media, well, where will it end?It's all part of a progression, but true progress will come when television storytellers figure out ways to engage us more emotionally than stepping up the gratuitous depiciton of physical violence.

  • PR Pros Believe White House Has Tarnished The Industry, Most Would Not Work For Trump by Joe Mandese (MediaDailyNews on 06/20/2017)

    This was a survey of industry professionals. Gallup does regular public opinion polls of professions, but not explicitly about the impact the White House communications team has on public perceptions of PR execs.

  • Mobile Internet Continues To Expand, Drives Incremental Use Of All Media by Joe Mandese (MediaDailyNews on 05/30/2017)

    @ed papazian: There are many more brands in the world that don't do any TV-style ads. I think you're describing the behavior of the ones that do. If that's what they do, they should definitely optimize on it. The point of this article was that people are changing the way they consume media. Within that, it is creating more opportunities for conventional advertising and media too. I don't think these things are mutually exclusive. There are millions of brands in the world. Only a few thousand advertise on U.S. TV outlets.

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