Feature Commentary

Exclusive Media Village interview with MEC North America CEO Marla Kaplowitz in her new role.
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“I like to say I have really had a front row seat at the changes and developments and advancements of the broadcast industry,” he said. “When you look at how dramatically our industry changed just over the last five years, it’s day and night.” —Paul Karpowicz, President, Meredith Local Media Group.
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“Not since the late James Quello has the FCC had a leader who values free, universal over-the-air TV as Ajit Pai apparently does and believes in policies that would help sustain it. ” —Harry Jessell, Editor, TVNewsCheck
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“For 15 years we've been hearing about the death of TV. At the rate things are going, I'm afraid we're all going to die long before TV does.” —Bob Hoffman, Type A Group
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“There’s always the chance that hypertargeted ads miss huge swaths of potential customers. Facebook, the most targeted and widely used digital medium, reaches only half of Americans.” —Ian Ferreira, EVP Programmatic, WideOrbit
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“Local broadcast TV stations intimately understand their local market audiences and the stories that define them as well as the set of challenges facing these communities.” —Maribeth Papuga, BIA/Kelsey
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“Agencies, advertisers, and TV buyers are thinking more about audiences and less about devices. Laptops, tablets, television, smartphones, the modern consumer is everywhere and advertisers want to be there too.” —David Cole, Vice President of Sales and Business Development, Mixpo
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“No one who saw or heard these ads is likely to forget them, thanks to their ubiquity, high energy and gimmicks.” —Stuart Elliott, MediaVillage.com.
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In three ways, NBC's coverage was groundbreaking, especially when it came to giving its viewers more choices of what to see.—Simon Applebaum Producer/host Tomorrow Will Be Televised
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TV stations need to monetize the digital media opportunities available to them. Here are several strategies they can adopt to ensure a competitive foothold in the rapidly evolving “omniplatform” media world. —Mary M. Collins, Pres & CEO, Media Financial Management Association
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“The biggest takeaway from all this data is that local broadcast TV remains the most trusted, powerful and effective medium.”—Steve Lanzano, Pres & CEO, TVB
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“If you think terrestrial TV is dying, think again … Every four years since the early ‘70s pricing has increased significantly for TV.” — Dave Smith, CEO, Mediasmith, Inc.
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Broadcast television accomplished something quite remarkable Sunday night; something that proved there is still great life in the old “dinosaur” of media.
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Pioneering ‘studio portal’ stresses vertical integration over content curation
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“If I were a digital video provider, I would kinda shut up about my reach and focus more on the fact that most consumers HATE many aspects of digital video ads, according to a recent survey by text-to-video creation platform Wibbitz.—” George Simpson, President George H. Simpson Communications
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Amid this season of firsts, constants have also emerged. Perhaps most significant is the role of local media and the level of engagement it continues to provide between candidates and constituents.
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As pundits analyze Donald Trump’s keys to success and Marco Rubio’s demise, what many of these stories have in common is a dissection of the role television and TV advertising are playing in the 2016 contests. — Steve Lanzano, President & CEO, TVB, Campaigns & Elections
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When TV stations can serve audiences anytime and anywhere, on the screen that is most convenient, they cement the role they play in informing and influencing viewers, especially millennials. This relevance also increases stations’ attractiveness to advertisers because they can deliver an audience throughout more of the day rather than in just a few time slots.
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“As growth and competitive share challenges all businesses, a renewed understanding of the economic and social influences within local markets will enable marketing and advertising professionals to improve message relevance and investment opportunities.  Media strategies and advertising allocations as well as the complexity around measurement must also improve to enable more consistent transparency and comparable metrics at the local and national level.” — Maribeth Papuga, Executive-in-Residence to BIA/Kelsey BIA/Kelsey Executive in Residence Series Data - Driven Audience Planning & the Local Market Advantage...
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Strategic priorities are shifting, technological capabilities are growing stronger, and high-level competition among large tech players is heating up. All of these will squeeze companies across all media verticals. Magid looks forward to leveraging its digital and ad-tech expertise to guide its partners through the emerging challenges of digital advertising in the year ahead.
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