Search by name, company, title, location, etc.

Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

Comments by Dave All comments by Dave

  • Debt And D2C: What We're Learning From Kraft Heinz by Dave Morgan (Media Insider on 03/14/2019)

    Jack, thanks for making the point i was trying to, and doing it in a much simpler way. Net. Net. There is too much debt because they paid too much. In a less competitive world - without direct seiing and online shopping - they could have probably driving more profit from price and channel stuffing. But, no more.

  • How D2C Brands Are Truly Different From Legacy Brands by Dave Morgan (Media Insider on 02/28/2019)

    Ed, I agree that the verbiage is important. I do think that the word choice "legacy" fits here, since brands like P&G's and Colgate's are incumbents and have business models and operational structures that reflect that incumbency. However, just like my positions on the TV industry, I don't believe that being a legacy company means that it's predestined that you will lose market position. In the case of newspaperss and magazines, having 50+% of their cost structures and most of their expertise tied to print production made it hard for the majority of them to transition to a digital media world. TV companieshave legacy issues -they operate through distrubutors, lack consumer relationships, and don't always own the IP that they mkae money on,, but the built-in scale that there "legacy" business gives them is also a real advantage to buidling their next businesses. Net. Net. Being legacy isn't always bad,particularly if you know you are legacy and have a strategy for the future as well as the past.

  • How D2C Brands Are Truly Different From Legacy Brands by Dave Morgan (Media Insider on 02/28/2019)

    Excellent point Henry ... the way D2C's manage delivery and returns in their supply chains is truly game-changing. Very hard for legacy brands to respond since they tend to be so channel/distributor centric.

  • Do You Know How The 'Black Boxes' In Our Industry Work? by Dave Morgan (Media Insider on 02/21/2019)

    I'm with you Marshall. The issue is not just that most senior execs don't know how some of the kys metrics in our industry work, it's that fewer and fewer today care or want to know.

  • Do You Know How The 'Black Boxes' In Our Industry Work? by Dave Morgan (Media Insider on 02/21/2019)

    Great points and perspective Ed. I totally agree that there are a bunch of issues, both structural and cultural that prevent the leaders in our industry from learning how the blocking and tackling is conducted. I believe that it is critical that we find ways to reverse this, or we will continue to see too much energy, time and resources in our industry chasing wrong-headed strategies.

  • OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT by Dave Morgan (Media Insider on 01/17/2019)

    George, your assessment is on target. Today, the CPM's of the digital OTA nets is pretty low, but mostly because Nielsen ratings is a relatively new phenomina for them (passive people meters in the local sample) and because they don't have much in the way of dedicated sales organizations. However, their content is as good as most of what is watched on the mid-tail of cable, so their rates will go up, for sure once they drive more local ad sales.

  • OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT by Dave Morgan (Media Insider on 01/17/2019)

    Very good points Ed. One of the areas that the new OTA nets have exploited is library content. With all of the focus on original content development at Netflix, Hulu, Prime and top cable nets, this has given an opening for small nets to pick up and distribute library content. Heroes and Icons has Star Trek every night, and is driving significant viewership from it, certainly when compared to OTT networks and the pure digital video world (YouTube and Facebook).

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Ed, I meant to also respond to your core point about the problem with the isolation of the media function within marketing organizations. You are 100% on target there, and that may be the biggest contributor of the overly silo'd focus of media sales organizations, since they have been built out to mirror how the clients and agencies are organized. It is certainly a major factor in why the skill sets of folks working in such channel-centric roles and organizations are mypiic inn their understanding of the bigger marketing and media picture (and why they are vulnterable to losing their jobs right now).

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Ed, very good points. I will add:6. Read "How Brands Grow" by Bryon Sharp, and take a self-adminitrered test on comprehension. The idea that getting a maters degree in data analytics or an IAB certification is "below" long-time professinals in the TV ad business is exactly the kind of hubris that will lose hundreeds and thousands jobs. I can't say it any plainer.

  • Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)

    Love it Chris! Excellent, super practical suggestion.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.