Electronic Retailer - April 2011 - (Page 44)

is it Tougher to Make DRTV Pay? For DRTV media buyers, “complexity” doesn’t even begin to describe the changing television landscape BY JACK GORDON Television advertisers have been talking about “audience fragmentation” since the first cable services began turning fivechannel broadcast households into the 57-channels-and-nothin’-on households that Bruce Springsteen sang about back in 1992. You might think that fragmentation would be such old news by now that media buyers for direct response television (DRTV) commercials wouldn’t even bother to mention it when asked to name the most powerful trends shaping the industry in 2011. You’d be wrong. Fragmentation or “atomization” is dead center on the radar screen of today’s media buyer because the dispersal rate for viewer eyeballs is not only still remarkable but still accelerating. “New networks now are being launched, almost literally, every day,” says Dick Wechsler, CEO of media agency Lockard & Wechsler Direct in Irvington, N.Y. From a DRTV buyer’s perspective, the much ballyhooed January launch of Oprah Winfrey’s OWN Network is the least of it, Wechsler says. Established networks like Discovery and ESPN are adding new subsidiary HD networks that sell advertising time separately. Even local broadcast stations are spawning HD offshoots. Today, 57 channels would be child’s play. “As the environment becomes exponentially more complex, it becomes increasingly challenging to identify and buy the audience you’re looking for,” Wechsler says. “That is probably the most critical challenge facing the DR advertiser today: How can you mitigate your risk? Media is really expensive, so every time you put a dollar on the table you have to do it intelligently.” 44 electronicRETAILER | April 2011

Table of Contents for the Digital Edition of Electronic Retailer - April 2011

Electronic Retailer - April 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
ERA Government Affairs Fly-In Preview
The Electronic HomeShopping Preview
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story: Staying Ahead of the Curve
Guest Viewpoint
Why is it Tougher to Make DRTV Pay?
Legal
Advertising
Payment Processing
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - April 2011

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