Electronic Retailer - June 2011 - (Page 43)

media-buying firms that have targeted those sectors and done exceptionally well. You have no plans to buy television stations or other broadcasting properties? No, I want their air time, not their infrastructure. OK, if growing the TV business is part one of your strategy, what’s part two? Some ad agencies and direct marketers are saying, “We love what you do on TV. Can you provide the same scalable solution across platforms?” They’re talking about radio, online, mobile, print – all of it. So we’re starting to see some demand from the marketer side. And on the supply side, even content providers who have the ability to hire a sales force can’t achieve 100 percent sellthrough. With our model, they could. If we can capitalize on our 20 years of experience in doing this on TV, and aggregate everything with a national footprint, agnostic about platforms, we could become enormously successful. With the right analytics, we could put the same advertiser on TV, radio, the web and mobile devices, and place the ads in a way that optimizes revenue opportunities for everyone. But I can’t do it with the infrastructure I have today. I need it all fully integrated with analytics. So I’m looking to bring into the fold these cross-platform solutions. There are a number of firms out there with the right technology or platform, but they lack the access to marketers or some other piece of the puzzle that we could provide. Have you already identified the companies you want to acquire? I have a list of 40 firms that I have varying levels of interest in acquiring. About 15 of them are in our core television business and 25 are on the cross-platform side. We have asked [investment banking firm] RBC Capital Markets to reach out to their management teams and explain our interest. So your intention is that REVShare will grow … what, exponentially? It wouldn’t all necessarily be under the REVShare name. We have a holding company, Media Property Holdings, of which I am also CEO. Some firms we want to acquire have strong reputations and would keep operating under their own names. And while my first choice is to acquire, I’m also open to joint ventures or partnerships with some firms that don’t want to be acquired. What makes you think the whole cross-platform media world is ready for a pay-per-response model? As the media landscape becomes more fragmented, it keeps getting harder for marketers to decide where to put their media dollars. Remember [department store founder] John Wanamaker’s famous line? He said he knew that half the money he spent on advertising was wasted; he just didn’t know which half. Well, now it’s more like maybe one-twentieth of your media dollars are actually producing results. With our model, we deal only with the stuff that works. We know where every dollar gets spent and what it produces. A lot of marketers and agencies look at mobile devices, and they look at all the online advertising options, like pre- and post-roll video, and they say, “I know I should throw some dollars there, but I’m not sure how.” I want to simplify that and make it turnkey, so if you’re a media buyer and you don’t really understand it all, here’s a way to pay only when it actually works. The key for us will be simplicity. Fine. But after you have conquered the entire cross-platform media market, what do you do for an encore? Well, this model can be replicated around the world. First we want to get both parts of the strategy fully executed in the United States – expand the core television business and establish the cross-platform business. Geographic expansion would come later. Each country has its own peculiarities. Coming from the world’s largest media organization, Time Warner, I want to be the guy who brings this to the forefront of the media community around the world. 526491_SF.indd 1 June 2011 | electronicRETAILER 5/2/11 3:12:19 PM 43 http://www.sfvideo.com

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

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
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