Learning to live in Lilliput, the media land where small is beautiful. Optimizing reach with low ratings and other thoughts on TV fragmentation
Erwin Ephron(Ephron, Papazian Ephron inc.) United States
'Fragmentation' is the new bogeyman1. It used to be 'clutter'. Buyers seem to question whether advertising, as we know it, can survive the loss of the twenty-rated TV show. What a puzzling reaction. We appear anxious and depressed about television's future when we have many reasons to rejoice. Television isn't shrinking, it is splintering. Viewers continue to watch more than twenty-eight hours a week - this audience...