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JOE MANDESE

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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  • The Principles Of Principal by Joe Mandese (Planning & Buying Insider on 05/14/2024)

    @Bill Duggan: Apologies if my observation was not clear, but by representativeness, I was citing industry estimates that there are more than 12 million brands in the world, most of which are small and medium size businesses. So even if I take the ANA's total membership base -- 900 -- that would equal 0.000075 percent of the total universe, numerically speaking. Not denegrating the importance of ANA members, just pointing out that the vast majority of brands in the world ARE using principal media, because they are the principals buying it directly themselves.Also appreciate that the ANA defines principal media buying only as agencies serving as the principal with media suppliers.

  • Nielsen Releases The 'Big 14' Share Of Television by Joe Mandese (MediaDailyNews on 05/14/2024)

    @Steve Lanzano: Makes sense that an ad trade bureau would question that, but the reality is those numbers are relevant to marketers, because they're trying to reach people who may or may not be watching ad-supported television. Nielsen has other ways of tabulating data, too.

  • Nielsen Releases The 'Big 14' Share Of Television by Joe Mandese (MediaDailyNews on 05/14/2024)

    @David Scardino: Doh, my bad. That was an older chart headline. It's been updated now.Sorry about that.

  • Why Initial Standard Will Be Two Steps Forward For Out-of-Home by Joe Mandese (Planning & Buying Insider on 05/07/2024)

    @Ed Papazian: These are good questions. I've been aksing many of them myself vis a vis the U.S. JIC's push to certify multiple new alternative, but non-MRC accredted currencies to do exactly that: "Why bother"..."chaos"...etc. But that is exactly what is happening.With the exception of Comscore, none of the certified alternative currencies are MRC accredited for audience measurement.

  • Why Initial Standard Will Be Two Steps Forward For Out-of-Home by Joe Mandese (Planning & Buying Insider on 05/07/2024)

    @Ed Papazian: What buyers and sellers agree to use for making their deals may or may not have anything to do with MRC accreditation and/or standards. Ultimately, it's between the buyers and the sellers.

  • Why Initial Standard Will Be Two Steps Forward For Out-of-Home by Joe Mandese (Planning & Buying Insider on 05/07/2024)

    @Kym Frank: That's a question for the MRC, but I imagine it would look similar to how they do it for other media. Go to https://mediaratingcouncil.org/accreditation/digital, click the "sevices by metric" tab, click "expand all," and you can see all the footnoting there.

  • U.S. Consumer Time Spent With Media Fell For First Time In 2023 by Joe Mandese (MediaDailyNews on 05/01/2024)

    @Ed Papazian: Here's PQ Media's definition:"Ad-supported media are considered to be those platforms that generate over half of its revenues from advertising, while conversely consumer-supported media are considered to be those platforms that generate over half of its revenues from consumer spending on media. The lines have blurred, such as newspaper advertising cratering over the last decade, while circulation declines less deep; while most of mobile and internet spend was generated by consumer spend on access (broadband, wi-fi, etc.) versus the advertising behemoths that Facebook and YouTube have become."Readers should interpret that however they want, but it's a definiiton that has been used conistently for decades -- including by Veronis, Suhler & Associates before PQ Media -- to plot the shift in media economic models over time.The truth is many media have multiple revenue streams these days, and always have.The analysis is a way to look at where the perponderance is coming from.

  • MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)

    @Barry Green: A) The MRC doesn't audit publishers, per se, though it does occassionally audit proprietary measurement services of some very big publishers who want to seek accreditation for grading their own homework.Publishers still are audited by other independent trade groups such as the Alliance of Audited Media.B) The MRC is not overpaid.Based on nonprofit tax filings to the Internal Revenue Service, the MRC's gross receipts were about $2.6 million in 2022 (the last year data is available for).By comparision, the gross receipts of comparable nonprofit trade groups are:Alliance of Audited Media: $16.6 millionGeopath: $14.4 millionIAB: $35.8 millionANA: $61.0 millionThe costs associated with conducting audits are the fees paid to their party auditors. Those fees are not paid to the MRC.It's 100% up to measurement services whether they seek MRC accreditation, conduct audits, etc. It is not compulsory, and many measurement services operate successfully without MRC accreditation. In fact, most of the "currencies" certified by the U.S. JIC currently are not accredited.AAM ($16.6 Million)Gross Receipts: ANA ($61 million)

  • MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)

    George Ivie: Thank you for the visceral marketplace example, and for explaining how phase 1 is a building block toward a workable common denominator.

  • MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)

    @Tony Jarvis: Do tell, what are the flaws?

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