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AD 2.0 - Part 3

Reworking Traditional Channels

In Part 3 of this three part series, NBR New York Bureau Chief Scott Gurvey looks at the efforts traditional “big” media firms and advertisers are making to simultaneously compete with and embrace new media.



Visit the "AD 2.0" home page.

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• 05-30-06: Commentary - Internet vs. Mass Media
• 04-17-06: Businesses are Logging onto Hispanic Buying
• 03-02-06: Google is Going for $100B Growth

External Links/Articles*

• Advertising Age (Subscription Required for Some Content)
  Advertising Age is a magazine dedicated to reporting and analyzing the "goings-on in the world of advertising." The magazine's editor, Jonah Bloom, is interviewed in Part 3 of Scott Gurvey's report.
• American Express
  American Express is a global provider of charge and credit cards to individuals and businesses. This links to the "About Us" section of the American Express website, where you can find annual reports that detail the firm's spending on marketing and advertising.
• BBDO Worldwide
  BBDO is an advertising agency that is part of Omnicom Group - "the world's largest marketing services group." The firm's CEO, Andrew Robertson, is interviewed in Part 3 of Scott Gurvey's report.
• The McKinsey Quarterly - Article (Registration Required)
  The McKinsey Quarterly is published by the management consulting firm McKinsey & Company. This links to a June 2004 article titled, "Using Mobile Phones to Boost TV Ratings." Registration is required to read this article.
• Nielsen Media Research
  Nielsen "tracks the television and media-viewing habits of homes across the country." Nielsen's Senior Vice President of Research, Paul Donato, is interviewed in Part 3 of Scott Gurvey's report.
• Outdoor Advertising Association of America (OAAA)
  OAAA offers "leadership, services, and standards to promote, protect and advance the outdoor advertising industry." The association's website offers research and statistics about outdoor advertising in America.
• Saatchi & Saatchi New York
  Saatchi & Saatchi New York is an advertising agency that is "part of Publicis Groupe, the world's fourth largest communications group." The firm's CEO, Mary Baglivo, and its Chief Creative Officer, Tony Granger, are interviewed in Part 3 of Scott Gurvey's report.
• University of Southern California (USC) - Article
  This links to a March 2006 article published in USC's Online Journalism Review titled "Syndicate This! Linking Old Media to New." It examines a service called BlogBurst that helps newspapers get the most of blog content.
• Wharton School of the University of Pennsylvania - Article
  This links to an October 2006 article published in the online business journal Knowledge@Wharton titled, "Burgers and Other Goods in the Blink of an Eye: How Effective Are Short Ads?"

*Clicking these external links will take you off the NBR web site on PBS.org. NBR has no affiliation with these sites.