The right of Charles Warner, William A. Lederer, and Brian Moroz to be identified as the authors of this work has been asserted in accordance with law.
Registered Office John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, USA
Editorial Office 111 River Street, Hoboken, NJ 07030, USA
For details of our global editorial offices, customer services, and more information about Wiley products visit us at www.wiley.com.
Wiley also publishes its books in a variety of electronic formats and by print‐on‐demand. Some content that appears in standard print versions of this book may not be available in other formats.
Limit of Liability/Disclaimer of Warranty While the publisher and authors have used their best efforts in preparing this work, they make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives, written sales materials or promotional statements for this work. The fact that an organization, website, or product is referred to in this work as a citation and/or potential source of further information does not mean that the publisher and authors endorse the information or services the organization, website, or product may provide or recommendations it may make. This work is sold with the understanding that the publisher is not engaged in rendering professional services. The advice and strategies contained herein may not be suitable for your situation. You should consult with a specialist where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
Library of Congress Cataloging‐in‐Publication Data
Names: Warner, Charles, 1932– author. | Lederer, William, author. | Moroz, Brian, author.
Title: Media selling : digital, television, audio, print and cross‐platform / Charles Warner, William Lederer, Brian Moroz.
Description: 5th Edition. | Hoboken : Wiley, 2020. | Revised edition of Media selling, 2009. | Includes bibliographical references and index.
Identifiers: LCCN 2020013130 (print) | LCCN 2020013131 (ebook) | ISBN 9781119477396 (paperback) | ISBN 9781119477464 (adobe pdf) | ISBN 9781119477419 (epub)
Subjects: LCSH: Selling–Broadcast advertising. | Advertising, Newspaper. | Internet advertising. | Advertising, Magazine. | Advertising, Outdoor.
Classification: LCC HF5439.B67 W37 2020 (print) | LCC HF5439.B67 (ebook) | DDC 659.13068/8–dc23
LC record available at https://lccn.loc.gov/2020013130 LC ebook record available at https://lccn.loc.gov/2020013131
Cover Design: Wiley
Cover Image: Grey Bokeh Background © cyb3rking/iStock.com, Set of flat design concept icons © VLADGRIN/Getty Images
This book is dedicated to my wife, Julia, whose loving care and support sustained me and to the memory of my mother and father who would be proud of me for being productive in my dotage.
Charles Warner
About the Authors
Charles Warner teaches in the Media Management Program in the School of Media Studies at The New School in New York. He is also the Goldenson Chair Emeritus at the University of Missouri School of Journalism.
Until he retired in 2002, Charlie was Vice President of AOL’s Interactive Marketing division. Before joining AOL, he was the Goldenson Endowed Professor at the Missouri Journalism School for 10 years where he taught media management, media economics and finance, and media sales, and where he created and ran the annual Management Seminar for News Executives.
Charlie has also served as a management and sales consultant and trainer for CBS, ABC, ESPN, MTV, TCI, Fox, AH Belo, Hearst Magazines, Microsoft’s MSN, Cox Cable, The Hyperfactory, and many other major media and online companies. He has also been VP, General Manager, of WNBC‐AM (now WFAN) in New York, WMAQ‐AM (now WSCR) and WKQX‐FM in Chicago, WWSW‐AM and WPEZ‐FM in Pittsburgh, and CBS Radio Spot Sales.
William A. Lederer co‐founded and serves as Chairman and CEO of iSOCRATES, the Global leader in Programmatic Resource Planning and Execution™ that serves publishers, marketers, agencies, and their suppliers. iSOCRATES has two lines of business: Strategic and Operations Consulting and Managed Services (Managed Service Platforms and Business Process Outsourcing). The company is owned by its employees, is headquartered in Saint Petersburg, Florida, and has its global delivery center in Mysuru, Karnataka, India.
Previously, Bill founded and served as Chairman and CEO of MediaCrossing Inc., a pioneering programmatic media trading company. Prior to MediaCrossing, he was CEO, Kantar Video, a global online and mobile video data, measurement and analytics innovation unit of Kantar, a global media and market research holding company of WPP Group. He also served as a board member of WPP Digital and of Kantar Digital. Bill had been Global Chief Development Officer and COO of North America at Kantar Media Audiences (formerly, TNS Media Research), and earlier VP, Corporate Development at Kantar Media (formerly, TNS Media NA). He was the Founder of Art.com, the leading e‐commerce retailer, which he sold to Getty Images where he led as CEO of its Consumer Division.
Bill is an Adjunct Professor in the graduate Media Management Program in the School of Media Studies, The New School in New York. He is author or co‐author of four Wiley texts on media selling or finance, including this 5th edition of Media Selling.
Brian Moroz is a senior creative strategist at Google. He has held several positions there during his decade‐plus tenure both in the sales and agency groups and in the sales training group where he led North American new hire training in New York for all new employees.
Brian has particular expertise in strategic planning for complex online marketing campaigns and is expert in online video, search, and display as well as emerging technology in the digital media space. His current focus is on understanding how Google users interact with and take value from online marketing.
Previous to his work at Google, Brian worked in a postgraduate MBA startup and in finance. He has worked in the US and in Europe with consulting roles in Asia and was an Adjunct Professor in the graduate Media Management Program at The New School in New York.
Acknowledgments
Special thanks go to Haze Humbert, former Wiley Executive Editor, who urged me to write a fifth edition of Media Selling and to current Executive Editor, Todd Green, who has been so patient and supportive through several missed deadlines. Kudos to Wiley project manager Ajith Kumar and to the meticulous copy‐editor Katherine Carr for making me seem like a much better writer than I really am.
Buckets
