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Technology Stocks : Altaba Inc. (formerly Yahoo) -- Ignore unavailable to you. Want to Upgrade?

To: Bob Trocchi who wrote (7283)	2/11/1998 2:38:00 AM
From: Bill Harmond	Read Replies (1) \| Respond to of 27307

Yo're pretty much on the money! Narrowcasting is a real term, and its promise started unfolding when the cable networks arrived. The biggest concerns in advertising are creative (which isn't my area of strength), and media. The keys to buying media effectively are reach and efficiency. Broadcast has reach, but there's waste. You pay for impressions on broad demographic groups that you're not particularly interested in talking to, who are probably not interested or qualified leads. The cable networks and special-interest magazines (catalogues are the ultimate special-interest magazine) help because they allow narrower targeting and less waste. Pillsbury can advertise on the TV Food Network, and Schwab can advertise on CNBC with little waste. The problem is putting a schedule together that has such efficiency and reach (large unduplicated numbers) too. That's why you see Yahoo touting reach. It's a given that Internet advertising can be targeted with very little waste because of the switching technology(that's why advertisers are willing to pay the high CPM's), but the issues are reach and creative. In television the signal multiplexing and switching technology hasn't existed to segregate messages by viewer preference. Beer-drinking country boys still also get the Lexus ads. Maybe someday that will change and the retinal profiles of all the beer-drinking country boys will be stored in some database and they'll each be followed from set to set by Snap-on, Dodge and Anheuser Busch!