Bob Desena

Articles by Bob All articles by Bob

• 'Real Artists Ship' in TV Board on 08/31/2011
  

  The quote above is attributed to Steve Jobs, now the former CEO of Apple. What the quote means is the reason I admire what he has accomplished and will continue to influence as Apple's chairman. More on that below.

• On Perspective  in TV Board on 08/23/2011
  

  I wrote something several months ago about Peter Rabar, an agency legend I had the privilege to work for, and to learn from. It was called "In Peter We Trust." The piece, on one level, talked about the nature of the client-agency relationship -- that is, what it takes to achieve a long-term, productive one. And it questioned whether we were talking ourselves out of the notion that such a quaint concept can apply today, with so much more specialization, technology and pace. There was another lesson Peter taught me, which happened on a very busy winter day.

• SuperChess in TV Board on 08/16/2011
  

  Several weeks ago, I wrote of the Great Debt Ceiling debate that we might be witnessing the greatest show on earth. I was wrong. That was only the playoffs. Here comes the SuperCommittee Bowl, a game we might think of as SuperChess.

• Engaging Central Falls  in TV Board on 08/09/2011
  

  Central Falls, R.I. has a total municipal budget of $16.8 million, and a current fiscal year budget deficit of $5.6 million -- a deficit projected for each of the next five years as well. Robert G. Flanders Jr., a prominent attorney, is now running the city of Central Falls -- because, as the state-appointed receiver, he has declared bankruptcy under Chapter 9, Title 11 of the United States code. Everyone is in court now, sorting things out.

  Central Falls is a metaphor for where we are as a country, maybe the whole world. But that's not why I'm referencing it today.

• Ryan Seacrest For President in TV Board on 08/02/2011
  

  So there I was Sunday night, pleasantly reliving the Yankees third win of four from the Orioles, seven of ten on the homestand, when the announcement came. "We have a deal," the President said. And so began the breathless coverage of every word, every nuance of every word, from every possible point of view.

• We're All Entrepreneurs Now in TV Board on 07/26/2011
  

  What a show, with dueling arguments and superstar spokesmen. But we can now announce a deal. It's done. Our long national nightmare is over. With rancorous negotiations behind us, and billions of dollars rescued, the nation is secure. I speak of course of the NFL Players Association agreement with management. Now we can get on with our lives, our liberty, and the pursuit of happiness, at least every Sunday.

• The Greatest Show On Earth -- Or, Reality (TV) Bites in TV Board on 07/19/2011
  

  At the end of the movie "The American President," Michael Douglas says of his opponent, "His problem isn't that he doesn't get it, his problem is that he can't sell it."

  We seem to have both problems today.

  There are 435 voting members of the House of Representatives, 100 Senators, and 1 president. They are our duly elected representatives and they are currently engaged in a great debate that, because of our 24/7 TV culture, has devolved into bad theater -- or, depending on your preferences, has become the best reality show on television.

• How Things Work: Hedonic Quality Adjustments And Advanced Advertising in TV Board on 07/12/2011
  

  In the midst of yet another crisis, James T. Kirk, by now an Admiral but still in command of the USS Enterprise, calmly counseled his young Lieutenant, "You've got to know how a Starship works." He then transmitted a secret code to the bad guy's ship which lowered his shields. Then he shot him with photon torpedoes and escaped danger, yet again. Even before this dramatic, cinematic lesson, I liked to know how things work, and so I have a fairly eclectic reading list. But in reviewing some information on the current economic situation I wasn't quite prepared for the "hedonic quality adjustment," which turns out to be a statistical technique used in the calculation of the consumer price index.

• On the Meaning Of Facebook  in TV Board on 07/05/2011
  

  Before we all get cranky at the end of this piece, let's understand that I'm asking the question, not providing the answer. Or at least the definitive answer. In fact, I'm guessing that the answer to "What's the meaning of Facebook?" hasn't been made clear yet to any of us, because even Facebook doesn't know.

• On The Enjoyment Of Headlines  in TV Board on 06/28/2011
  

  I enjoy headlines more than most. I appreciate the art of the headline, the (sometimes) drama, and the (often) silliness that provides a break in the day. A good headline should be informative, quickly, whether introducing the news or commercial content -- of which advertising is one form.

Comments by Bob All comments by Bob

• Imagining An Ad-supported VOD World by John R. Osborn (Video Insider on 09/15/2011)
  

  John, Excellent article on an important subject. For the past year, the Advanced Advertising Media Project (AAMP) has been doing more than imagining this quickly evolving world. An industry wide, 14 member (and growing) coalition of major broadcast, cable, technology and distribution companies, plus two trade associations, has been studying industry and consumer views on the subject of advertising effectiveness and VOD. Please see details of AAMP at www.blackarrow.tv including the free download of Phase 1 results. Phase 2 results are almost complete and will be available before year end.

• Industry Perspective From La Costa: IAB's Leadership Meeting 2010 by Dave Morgan (Online Spin on 02/25/2010)
  

  Good thoughts as always Dave. What 2010 must bring is the beginning of the real convergence of our industry's (that's the marketing industry) disciplines. If, as Frank Cooper of Pepsico says, brand marketing is in crisis, and if the proven processes of direct marketing (including databased relationship marketing), need to find their digital identity, now is the time to call the practicioners together. With a common purpose to understand, engage and serve a consumer in control, maybe a marketing summit is called for. What do you think?

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