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#MRA_FOC #MRX Today’s Media Landscape by Jack Wakshlag

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Keynote: Fact or Fiction About Today’s Media Landscape: What Do You Know About Today’s Media Consumer?
Jack Wakshlag, Ph.D., Turner Broadcasting

Jack was quite a fun presenter and shared a lot of interesting tidbits with us. Here are just a few that caught my attention:

  • You can ask but that doesn’t make it so. 70 years ago, a survey of hotels asked “Would you accept a Chinese guest” saw 90% rejection. But in fact, when a Chinese couple was sent to hotels, 90% were permitted.
  • People are not conscious rational beings. Much functioning takes place outside of awareness. Can you remember which shoe you put on first this morning? Can you remember how many hours of TV you wanted in the last 7 days? Our brain shortcuts unimportant decisions.
  • If it predicting the future was easy, researchers would be right 100% of time, PBS would #1, network TV would be dead, and nobody would watch porn on the internet.
  • Compared to 5 years ago, people now watch more TV. Less radio. More playing on the internent. Less newspapers. Less music. More magazines. More video games. More playing on the mobile. The ipod was a radio killer.
  • Video “snacking” – neat term as we tend to watch online video in 2.5 minute snippets.
  • 3.4% of people watch TV while they are online. And when people are online, 34% of it is with the TV on.
  • Good researchers must challenge bad research so that we don’t lose credibility
  • If I had asked people what they wanted, they would have said faster horses. Henry Ford.


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