THE DOW

THE TA-100

MORE FLEXIBLEMORE NIMBLEMORE COST EFFECTIVE

SMART MARKETERS WILL SHARE RISKS AND REWARDS.

A MOVE TO DIGITAL.

THE BEST WAY TO MANIPULATE POPULAR CULTURE.

THE POWER OF THE STORY.

MYTH #1EVERYTHING HAS CHANGED.

Source: Nielsen Media Research Based on the percentage watching an average prime-time minute during the first three weeks of each television season

Percentage of Men 18-34 watching prime-timeTV

27.0%

28.0%

29.0%

30.0%

31.0%

32.0%

33.0%

96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04

THE CRASH OF ‘04

TV

Radio

Newspapers

Magazines

TV

Internet

Watching DVDs/Videos

Magazines

Newspapers

Radio

Late 80s Now

Source: Nielsen/Arbitron Persons 12+

FRAGMENTATION

ROUGHLY 380 B.C.

“THERE IS NO LEARNING WITHOUT EMOTION.”

-PLATO

“IN ANY NEW TECHNOLOGY, A GREAT STORY IS ALWAYS THE KILLER APP.”

- MICHAEL EISNER

Source: 2008 Forbes List

MICHAEL EISNER’S NET WORTH:

$1.1 BILLION

FABLES, PARABLES AND SOMETIMES ADVERTISING.

0 10 20 30 40 50 60

TiVo/DVR

Handheld e-mail

Satellite Radio

Radio

iPod

% of Owners/Users Giving "4" or "5" on 5 pt. Impact on Life Scale

Source: Arbitron 2005

LIFE CHANGING EVENTS

0 10 20 30 40 50 60 70

Internet

Radio

TV

Newspaper

Magazine

Percent of People 18+ Who Multi-task With Each Medium

Source: BIG research Simultaneous Media Usage Survey

MULTI-TASKING

MYTH #2THE CUSTOMER IS IN CONTROL.

IT’S EASIER THAN EVER TO SHUT YOU OFF.

IT’S EASIER THAN EVER TO FALL IN LOVE.

STAY LOOSE AND BACK WINNERS.

100 MILLION HITS, IN TWELVE DAYS.

FLY BELOW THE RADAR.

CONSISTENCY IS GOODSURPRISE IS BETTER.

TAKE A GIANT STEP BACKWARD.

DON’T FEED THE GORILLA.