David Verklin is chief executive of the largest independent media buying operation in the world, Carat Americas and Asia, with $5.5 billion in annual billings. He speaks to management executives both inside and outside the worlds of marketing, media and management. Recently, The Myers Report named him one of the American media industry’s most influential people. He is regularly quoted in The New York Times, The Wall Street Journal, USA Today, the Washington Post and the trade press and serves as a media analyst for CNBC, ESPN and MSNBC. Bernice Kanner is a marketing expert and author who for 13 years wrote the weekly “On Madison Avenue” column for New York Magazine. She has been a marketing columnist for Bloomberg LLC on radio, TV and in print. Currently she is editor of WomensBiz.US and produces an online column that is syndicated by Dow Jones. She has appeared on Oprah, The Today Show, CBS Morning News, Fox & Friends, ABC Worlds News, Dateline, Nightly Business Report, Inside Edition, A&E, CNBC, and many CNN shows. Her books, which include the Are You Normal? series (St. Martin’s),   The Super Bowl of Advertising: How the Commercials Won the Game (Bloomberg Press, 2003) Pocketbook Power, How to Reach the Hearts and Minds of Today’s Most Coveted Consumers: Women (McGraw Hill/ Advertising Age, 2004) and The 100 Best TV Commercials And Why They Worked, (Times Books, 1999), have been reviewed in the Wall Street Journal, USA Today, NY Times, and the Washington Post.

• PREFACE David Verklin/Bernice Kanner ixACKNOWLEDGMENTS xiiiSPECIAL ACKNOWLEDGMENT xvPART ONE THE LAY OF MEDIALAND1 You Watched 33 Hours of TV Last Week, Didn’t You? 32 What Revelations Revealed . . . and Narnia Confirmed 173 Why Advertisers Have Stopped Laughing at Sitcoms 254 Why Ratings Are Overrated: The Weirdness of Sweeps, A. C. Nielsen, and the Upfront 335 Why Newspapers Hate Craig and His Infamous “List” 456 Why Outdoor Companies Pray for Traffic Jams 557 Why the Super Bowl Is Still Super 61PART TWO A WHOLE NEW BALL GAME8 Why Google Has Upset the Apple Cart 699 Why Wikipedia Ticks Off the Other Media 7910 Why a Killer Video Game Is the U.S. Army’s Best Recruitment Tool 8911 Why Howard Stern Is Earning Sirius Money 9912 Why Oprah Gave Away Pontiacs 10713 Data Mining: Why Your TV May Think You’re Gay 11714 Search: How Aubuchon Bested the Hardware Goliaths 12715 Why Honda Hates the Internet . . . and Those Who Haunt It 13516 Why Grown Men Visit Legoland 14317 Why You Can’t Find a Cell Phone Just for Talking 15318 Why, Though You’ve Signed Up on the Do-Not-Call Registry, You’re Still Besieged by Telemarketers 16319 Why You Won’t Have a Clue That General Motors Is Behind That Blog 17120 Why The New Yorker Was Trashed for Teaming with Target 18121 Why Our Eyeballs Stopped Counting 18722 Why the Smart Money Moved Its Chips from Poker to Bulls 193PART THREE TOMORROW23 What’s Really Sexy about Porn? (A Peek at What’s to Come) 201INDEX 213