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Shattering Scatter

There’s some institutional lunacy that defines the national television buying marketplace. What other buyer/seller dynamic exists where if sellers set their demands too high for a buyer’s liking, the buyers walk away, only to come back to the same sellers later in the year— and usually will be paying more? When you think about it,

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Evaluating an Audience: Measure Twice, Cut Once

It should tell you something about the state of media today that if our largest national newspaper was a TV show, it wouldn’t even last four episodes before being canceled.* So why are we about to bring up an inequity in newspaper measurement? Because one of today’s single biggest issues within the television industry has

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