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

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  • Joe attended Outfront Forum, April 25, 2019
    The Yale Club

Articles by Joe All articles by Joe

  • Guccione's Lust For Digital Life: Can An Analog Maestro Learn New Media Tricks? in MediaPost Weekend on 09/21/2019

    Bob Guccione Jr. is on a wanderlust. He calls it "Wonderlust," but the journey is much more than an edgy new travel site he launched a couple of years ago. It's been a trip down digital's rabbit hole for one of the media industry's most iconic magazine editors and publishers, as he once again tries to create a new brand of consumer journalism based on the fundamentals of storytelling, humor and personality-driven entertainment.

  • Pivotal Initiates Roku With 'Sell' Rating, Cites Shift To 'Free Or Better' For OTT Market in MediaDailyNews on 09/20/2019

    Wall Street equities firm Pivotal this morning initiated coverage of OTT platform Roku with a "sell" rating and a target price less than half its recent trading price. The note cites an inevitable "move to free (or better)" for OTT hardware distributors and the rise of alternative revenue streams from advertising and subscription video services.

  • Gartner Gives Insights On Insight Engines (Hint: IBM Still Dominates) in Research Intelligencer on 09/19/2019

    Insight engines, which combine search with AI to generate actionable insights, represent the next generation of market intelligence. In its latest "Magic Quadrant" study, Gartner evaluates and profiles 15 leading vendors, ranging from the most established to relative newcomers.

  • Magna: 2019 U.S. Ad Outlook More Than Doubles To +6.3% in Research Intelligencer on 09/19/2019

    U.S. ad growth has more than doubled since IPG Mediabrands Magna unit published its original outlook late last year. Based on Magna's Fall 2019 update the U.S. ad market will now expand 6.3% this year, more than twice the 2.4% expansion it projected in December 2018. Despite signals of macro economic uncertainty and predictions of slowdown in U.S. GDP growth -- maybe even a recession -- Magna reports the U.S. ad market has already expanded 7.6% during the first half of 2019.

  • Magna: U.S. Ad Spending Expands Nearly 8% In First Half, On Track To Rise 6.3% For Full Year in MediaDailyNews on 09/19/2019

    Amid concerns of a looming U.S. economic downturn, the U.S. ad market expanded 7.6% during the first half of 2019 and is on track to grow a total of 6.3%, according to revised estimates released today by IPG Mediabrands' Magna unit. That is a significant improvement from the 2.4% U.S. ad expansion Magna predicted back in December 2018, when it released its last forecast.

  • Study Finds Local Broadcast Media Generates $1.17 Trillion Of U.S. GDP in Research Intelligencer on 09/19/2019

    The local commercial broadcast television and radio industry generates $1.17 trillion of Gross Domestic Product (GDP) and 2.47 million jobs through direct and "stimulative" effects on the U.S. economy, according to a new study by Woods & Poole Economics with support from BIA Advisory Services, released Thursday by the National Association of Broadcasters.

  • Americans Believe Institutions Of 'Power' Act Unethically Much Of The Time in Red, White & Blog on 09/19/2019

    Contrary to proclamations about "fake news," more Americans believe the government, tech industry leaders and even religious leaders act unethically most or some of the time more than journalists do. That's the latest finding from Pew Research Center's ongoing tracking of Americans' sentiment about a variety of civics matters.

  • Study Finds Clients Outsource Training, Agencies Provide It Internally in Research Intelligencer on 09/19/2019

    Advertisers and agencies concur that there is a pressing need to continually educate their organizations to keep up-to-date on changing industry needs, but they differ in the subject matter they focus on and how they provide professional development for their staff. Marketers are far more likely to outsource training or pay for continuing education, while agencies typically handle it internally.

  • Study Finds Industry Need For Professional Development: Clients, Agencies Split On Subjects in MediaDailyNews on 09/19/2019

    Ad execs overwhelmingly agree there is a need to provide continuing education to keep their staff up-to-date with rapidly changing industry needs, but there are marked differences between agencies and their clients on what topics they need to bone up on, especially endemic subjects like media research, planning and buying and strategic thinking.

  • Ad Industry Perception Turns Negative For First Time Since 2012 in Research Intelligencer on 09/18/2019

    Perception of the ad industry among U.S. consumers has gone negative for the first time in seven years. Not since 2012, when the "net positive" perception of the ad industry was a negative 4, has the ad industry's goodwill been below water. The data is a "Research Intelligencer" analysis of the ad industry's performance in Gallup's recently released U.S. Industry Rankings report. The indexes are the net difference of the percentage of Americans indicating they have a "very" or "somewhat" positive view of the industry vs. those indicating a "very" or "somewhat" negative view of it.

Comments by Joe All comments by Joe

  • Americans Believe Institutions Of 'Power' Act Unethically Much Of The Time by Joe Mandese (Red, White & Blog on 09/19/2019)

    @Phillip Nones: Well, if you read the Pew study, you'd know the margin of error is plus or minus 3.0 percentage points, which would put journalists in the same range of other institutions of power with the exception of Congress and tech industry leaders.If you read my column, you'd know it was about a comparision with Congress explicitly. (Red, White & Blog is about media and politics.) As we noted, the study did not ask Americans about the White House, but the point is that Americans don't consider the news media any faker than most other institutions of power.

  • Americans Believe Institutions Of 'Power' Act Unethically Much Of The Time by Joe Mandese (Red, White & Blog on 09/19/2019)

    @Phillip Nones: It's relative. All the institutions of power score poorly, even public school principals. The point, from a Red, White & Blog POV, is that journalists are often labeled as "fake news" by elected officials, who are actually seen as acting more unethically, and less accountably. As a representative of an agency that prides itself as being "focused on solving marketing challenges," I would think you'd appreciate margins of difference. Hmmm?

  • Time Spent Watching Online Video Expanding To 100 Minutes Daily, Ad Budgets Set To Follow by Joe Mandese (MediaDailyNews on 09/16/2019)

    @Ed Papazian: They are global estimates, as our coverage points out. They are Zenith's propietary estimates for time spent viewing video online via any device.

  • Analysis Finds TV's 55+ Viewers Eroding For First Time, Younger Demos Have Plunged by Joe Mandese (MediaDailyNews on 09/11/2019)

    @Steve Edeleman: The top chart is not an index. The data represent year over year changes for each quarter, as noted in the head. The second chart is indexed to 2010.

  • MRC Finalizes Cross-Media Standard, Revises Duration Weighting To 'Relative' Approach by Joe Mandese (MediaDailyNews on 09/04/2019)

    @Ed Papazian: The good news is the industry now has established standards in place to check the "vast majority of media types" that try to develop "indicators of value" without the industry also accepting them. Whether that is via marketplace consensus or through MRC accreditation or some other means, the industry should be able to regulate itself.

  • MRC Finalizes Cross-Media Standard, Revises Duration Weighting To 'Relative' Approach by Joe Mandese (MediaDailyNews on 09/04/2019)

    @Ed Papazian: Respectfully, I have to say this comment indicates the cognoscenti are not fully cognizant of what the standards actually represent. I think the problem is you are conflating standards with measurement.They actually are standards for creating new, cross-media measurement services that would inherently have to measure all commerial exposure. Not "commercial minute ratings," as Nielsen currently defines them, but the explicit portion of a video ad actually in view on a viewer's screen, and only for the duration it is viewable. That's the whole point of the duration-weighted viewable impression.Again, these are standards, not measurement systems. The measurement systems need to be created, launched, vetted, and -- maybe even MRC accredited. But these are the industry standards they shoudl be developed on.Re. "national" vs. "local," those also are anacrhonisms that need to be thought out as part of the development of any new cross-media measurement system, because the definition of geographic boundaries isn't explicitly confined to the concept of DMAs, ADIs, or whatever you want to call it.I think the real problem here is that the cognoscenti are putting the cogs before the horse. Now that seminal standards are in place, the industry can start building systems based on them, as well as higher order standards that are just now being developed.

  • MRC Finalizes Cross-Media Standard, Revises Duration Weighting To 'Relative' Approach by Joe Mandese (MediaDailyNews on 09/04/2019)

    @Tony Javis: You are conflating what these standards -- including duration weighted viewable impressisions -- were created to do vs. these higher order measurement objectives. The MRC is taking it one step at a time. They are just building blocks. Also, why in the world are they "no appplicable to linear TV?" They account for any cross-media platform that TV advertising is distributed across.

  • MRC Finalizes Cross-Media Standard, Revises Duration Weighting To 'Relative' Approach by Joe Mandese (MediaDailyNews on 09/04/2019)

    @Tony Jarvis: Ah, in that case, I would like to bestow mutual rubbish upon you or any other "cognoscenti," who either don't know how to read or are selectively ignoring what the duration-weighted component of these new standards actually represent: a way of processing and accounting for a component of cross-platform audience measurement.This component strictly addresses how measurement firms should credit a viewable impression as part of a cross-media audience measurement. It's just a building block or a denominator, not a measure of audience exposure, outcomes or anything else.Those measurements are subject to other industry vetting -- including the MRC, if they're seeking to be accredited -- or if not, the marketplace itself.Coincidentally, the MRC is now embarking on standards for measuring outcomes.I understand your criticism of the value of duration weighting, and you are entitled to your point-of-view.

  • MRC Finalizes Cross-Media Standard, Revises Duration Weighting To 'Relative' Approach by Joe Mandese (MediaDailyNews on 09/04/2019)

    @Tony Jarvis: Sorry you deem our reporting "rubbish," but at least it is attributed to an identifiable source -- the Media Rating Council -- and not an anonymized "cognescenti," which I assume means you and/or other members of your privileged "working committee" you are speaking on behalf of. What I reported is based on what the MRC told me. If you are representing a contrarian view, you should make an official statement.

  • Citing 'Fragile' Economy, GroupM Now Expects Advertising To Be 'Neutral To Negative' by Joe Mandese (MediaDailyNews on 09/04/2019)

    @John Grono: This just in... GroupM's Brian Wieser explains the disparity:Regarding GDP and PCE, the first thing I’d note is that it’s important to note my numbers are actual figures, year-over-year on a nominal (not inflation adjusted) basis, not annualized nor “real” (inflation-adjusted) which economists would typically reference and which gets picked up in the business press.   That explains much of the difference.   I try to focus on nominal year-over-year data not seasonally adjusted where possible to produce numbers which can be compared to marketer spending or media owner ad revenue With the new GDP update for Australia I just pulled the data again right now - AUSSTATS/abs@.nsf/DetailsPage/ 5206.0Jun%202019?OpenDocument(series A2302467A for GDP on Table 1, for instance) and I calculate +5.1% growth for 1Q19 and +5.2% growth for 2Q19.  For PCE I calculate +3.4% growth during 1Q19 and +3.2% growth for 2Q19.   The retail data is a simple average of data as captured by Refinitiv (formerly Reuters terminals) using code auRSLY=ECI

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