The Media Drop

MediaPost’s Michael Shields covers a discussion Wednesday at the Forecast 2005 event, where a SWOT analysis of mass marketing was gone through - all though it seems to have ended up as more of a look at the weaknesses and threats than the strengths and opportunities….except for the topic of addressable marketing. If you own a DVR, then you realize the impact it has on your own television viewing habits. Multiply that by 30,000,000 and you’ll see what advertisers see coming into their rear view mirror right now. But, as they are quick to point out, “the networks as not being cooperative in addressing this issue in terms of advertising.” Why is that? Well, because the first step in moving forward is admitting that there is a problem - and many people aren’t sure that television networks, who hold all of the cards, want to do that just yet.