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Dave Morgan

Member since March 2008Contact Dave

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  • TV Company Owners: R.I.P., Easy Money by Dave Morgan (Media Insider on 01/29/2026)

    Ed, CTV and streaming may only be a modest extension today for TV companies, but indepdent streamers and CTV platforms are becoming massive ad businesses. The TV ad business is no longer about the TV companies. Amazon, Google YouTube, Netflix, LG Ads, Roku etc  are not directly accessing "TV budgets," not just winning from strategic reallocations of linear spend to permium digital video and streaming platforms. Linear TV has plenty of audience and there are plenty of tools, platforms and data that can "re-aggregate" their audienes in more efficient, more targetable packages that would dramatically improve thier ad revenue yield. But, time is running short. Not fully embracing this future will only accelerate falling profits and inability to meet debt service.

  • TV Company Owners: R.I.P., Easy Money by Dave Morgan (Media Insider on 01/29/2026)

    Ed, I do believe that the TV companies can change how they sell, and I do think that packaging is easy to do (and will be hard to break) but dramatically undervalues the "low value" spots. Digital companies can sell audience segments at much higher CPM's than content alone commands. TV companies could too.

  • My Take On Advertising, From Crackling Cold Ukraine by Dave Morgan (Media Insider on 01/15/2026)

    Dan, no question that my statement relative to media was a broad, over generalization and extreme. That was i's point. I personally work around linear TV advertising, and used to work in newspapers before entering the digital world, so I know well the power and resilience of older forms of media distribution. However, I don't think that anyone a few decades ago would have anticipated the develop;ment of trillion dollar value digital utility companies with profits fueled significantly or entirely by "commercial communication" (advertising) and every other media company in the world added up still pale in comparison to them. Thus, I call them obsolete because I don't know that they are survivable. I don't know how they will acquire customers, advertisers and the capital needed to serve them in this new media environment.

  • The U.S. Is Inviting A Broader European War by Dave Morgan (Media Insider on 12/18/2025)

    Lou, thanks also for calling out Joe Mandese giving voice to opinion pieces like this in MediaPost. It is the only publication in our industry that supports opinion like this, which try to get  folks outside of their day job thinking a bit to broader issues that shape our business and society significantly. I am so fortunate to have been able to write for MediaPost for almost 25 years. Also, I am very thankful for the amazing editing of Phyllis Fine, who brings her magic to my all-to-frequently jumbled writings.

  • The U.S. Is Inviting A Broader European War by Dave Morgan (Media Insider on 12/18/2025)

    Thanks Lou. It means a lot coming from such a student of history as yourself.

  • Appeasement For Profit Is No Way To Drive Foreign Policy by Dave Morgan (Media Insider on 12/04/2025)

    Great news Ed! You're such an important and relentless voice in our industry, just imagine what you can do in DC!

  • Appeasement For Profit Is No Way To Drive Foreign Policy by Dave Morgan (Media Insider on 12/04/2025)

    My point is Ed that we can't always wait for leaders, or parties to lead us, but need to make our own imitative. Clearly, there are real problems on the Demcratic side, but the NJ and Va governor races were big steps. We can't wait for rumors or health issues or whatever to play out. I am a believer in Branch Rickey's saying that "luck is the residue of design." Our luck will need to be made; we can't just wait for it.

  • Appeasement For Profit Is No Way To Drive Foreign Policy by Dave Morgan (Media Insider on 12/04/2025)

    Ed, I'm surprised by your passivity, or willful ignorance of what you can do. How about use your voice? Write letters? Support candidates? Work the polls?Is it really so hard for you to parse who and what are right in the issue of Ukraine right now?

  • Appeasement For Profit Is No Way To Drive Foreign Policy by Dave Morgan (Media Insider on 12/04/2025)

    I totally agree Frank, and the loss of string, independent media at the local level is particularly problematic. They carried the reasoned voice with a local relevance into the home, day in and day out.

  • An Unjust Peace In Ukraine Will Not Be A True Peace by Dave Morgan (Media Insider on 11/20/2025)

    The Coolidge speech link seems to have problems, but here is one of his relevant points:In 1926, in an address to the American Association of Advertising Agencies, then U.S. President Calvin Coolidge challenged ad industry leaders to accept responsibilities to society beyond the simple conduct of their businesses. “Advertising creates and changes [the] foundation of all popular action, public sentiment, or public opinion," he said. "It is the most potent influence in adopting and changing the habits and modes of life, affecting what we eat, what we wear, and the work and play of the whole Nation.”

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