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Guy Evans
More books by Guy Evans…
“There’s some great early stories of him in his sales days. When American Express, for example, wouldn’t buy advertising on TBS because they were ‘too downscale’…and ‘too this, too that’…Ted pulls out an American Express card, slides it across the table and says, ‘I use your product, but you don’t use mine. I have a real problem with that’. “They were saying our audience was downscale, and he’s like, ‘I watch TBS, and I’m worth half a billion dollars, pal!’ He rejected people’s snobbery of ‘it’s gotta be this fancy programming’. He was like ‘look, I’m doing a ‘3’ rating at 6:05, so screw you’.”
― Nitro: The Incredible Rise and Inevitable Collapse of Ted Turner's WCW
― Nitro: The Incredible Rise and Inevitable Collapse of Ted Turner's WCW
“Without the underlying emotion accompanying a match, Bischoff ruminated, the result was something much less inspiring - two guys in their underwear fighting for ambiguous reasons. “They were basically telling me that I had to abandon the very formula that had not only worked for us, but that our competition had adapted,” he says. “I was then told to have my scripts approved a month in advance.”
― Nitro: The Incredible Rise and Inevitable Collapse of Ted Turner's WCW
― Nitro: The Incredible Rise and Inevitable Collapse of Ted Turner's WCW
“Another misnomer concerned the relationship between audience size and advertising rates. One common interpretation propounded that programs with higher ratings produced higher revenues - a logical fallacy insofar as it flagrantly disregarded crucial influencing factors (notably, content and demographics). In 1994, to cite one illustrative example, Seinfeld commanded $390,000 for a 30-second spot - $40,000 more than Home Improvement - despite attracting fewer overall viewers. Its ability to draw more young viewers (often defined as the ‘highly desirable’ 18-49 demographic) instead made all the difference. In sum, as industry experts realized, advertisers bought ‘demos’ before they did households.”
― Nitro: The Incredible Rise and Inevitable Collapse of Ted Turner's WCW
― Nitro: The Incredible Rise and Inevitable Collapse of Ted Turner's WCW
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