Word: ad
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Dates: during 1990-1999
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...Viacom comprises a panoply of media, ranging from talk radio to roadside billboards and including just about anything and everything that can carry or broadcast an advertisement. That's what has Wall Street applauding the deal. "It will be a one-stop shop," says PaineWebber analyst Chris Dixon. "Ad buyers can come to them for TV time, billboards, radio ads." CBS has also developed a significant Internet presence. That kind of concentration will give Viacom pricing power too. Dixon, like most analysts, forecasts 18% to 20% increases in cash flow to $5 billion in 1999, and combined revenues above...
Several factors determine the strategy and tactics of the eyeball biz. First, the economics of recession-proofing a media business: ad revenue tends to decrease in business-cycle downturns, while movie-theater ticket sales increase. Second, the marketing possibilities of leveraging between brands and media: for example, network promos plugging websites; TV shows syndicated to sister stations. And with broadband Internet access looming, media companies feel compelled to lock up as much brand-name content and distribution as possible so they will have product and expertise ready for the digital age. "In order for these big companies to stay competitive...
Rock is making the most of his moment. He could have stuck to the Eddie Murphy/Martin Lawrence path to fame and fortune: 1) sign up for a buddy-cop film; 2) ad-lib your way through the criminally formulaic script; 3) get paid; 4) repeat. But Rock is playing it smart and working with Hollywood's edgiest comic directors. He has a co-starring role in Dogma, a film by Kevin Smith (Chasing Amy); a lead opposite Morgan Freeman in Nurse Betty, a film by Neil LaBute (In the Company of Men); and a star turn in I Was Made...
...Everything is an occasion to drink--happy or sad. We just drink for any reason." That's what I heard on campus last week when I asked a group of college upperclassmen to comment on a full-page newspaper ad signed by 113 college presidents. The ad features a huge bottle of "Binge Beer" and warns parents that binge drinking on campus has reached dangerous proportions. The awareness campaign, spearheaded by Graham Spanier, president of Penn State, is backed up by a study of binge drinking released by Harvard's School of Public Health, in which 43% of college students...
...different survey of 2,000 teenagers released last week shows a direct relationship between teen substance abuse and the lack of close familial connections--especially between children and their fathers. I asked my group of college students what they thought society could do for them--more ad campaigns, safer campuses, a lower drinking age? To a person, they said the real education should happen at home, starting well before they are teenagers, maybe as young as age seven. ("By the time you're a teen, you've stopped listening," said one.) The best approach, they said, is for parents...