The Entertainment Marketing Revolution
Author: Al Lieberman
Table of Contents
Table of Contents
1. Peeling the Onion: Entertainment Marketing Basics.
Overview. The Four C's of Entertainment. Content. Conduit. Consumption. Convergence. Rubber Brands:
Extending the Equity. Summary.
2. People, Power, and Players.
Overview. Molding the Message. Decisions, Decisions. Tailoring the Team. Movers and Shakers.
Memorable Moguls. Summary.
3. Movies: Wannasee, Haftasee, and Mustsee.
Overview. To Market, To Market. Risky Business. Wannasee. Independent Films. Summary. Further
4. Network TV, Syndication, and Radio.
Overview. Network Television: “The Mother of Them All”. Local Television Stations. The Basics of TV
Ratings. Promotion and Marketing. Syndication. Non-Commercially Driven Broadcasting. TV Technology.
Summary: Network TV and Syndication.
Don't Touch That Dial: The Basics of Radio Marketing. The Beat Goes Onúand On. For Further Reading.
Cable Television and Direct Broadcast Satellite: Basic, Premium, and Pay-Per-View. Overview. The
Basics of Basic Cable. The Growth of the Industry. Cable's Marketing Advantage: Reach and
Segmentation. Media, Marketing, and Money. The Search for Subscribers. New Directions in the
Multichannel Arena. New TV Technology. Summary. For Further Reading.
6. Publishing: The Printed Word.
Overview. Books. When, Where, and to Whom. Marketing Books. New Wrinkles in Book Marketing. The
Final Frontier: Character as Brand. The Changing Publishing Environment. Summary: Books.
Newspapers. Summary: Newspapers. Magazines. Summary: Magazines. Electronic Games. Summary:
Electronic Games. Summary: Publishing. For Further Reading.
Overview. Music Labels. The All-Important Airplay. Live Music. Getting the Music to the Masses: Retail
Distribution. Marketing the Music. New Niches. Techno Trends. The Global Music Market. Billboard.Com:
A Case Study. Summary. For Further Reading.
Overview. Major League Sports. The Impact of Marketing. Non-League Sports. Sports Online: Today's
Technologies. Summary. For Further Reading.
9. Travel and Tourism.
Overview. Promising Paradise. Building the Plan. Creating an Identity. Dynamics of Travel and Tourism
Marketing. Relationship Marketing. Advertising, Publicity, and Promotion. Alternative Destinations.
Summary. For Further Reading.
10. Location-Based Entertainment and Experiential Branding.
Entertainment is now a $500 billion industry that reaches into every corner of human life. The
Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World profiles
that industry, from film to print, music to theme parks-and shows exactly how to find and reach your
market in today's insanely competitive marketplace. Discover the driving forces, key synergies, new
opportunities, and advanced marketing techniques today's top companies are riding to success... and
learn how to create tomorrow's blockbuster properties, starting today.
P.T. Barnum was the master showman. He knew what the masses wanted, from lowbrow sideshow
freaks to the highbrow culture of Jenny Lind, imported straight from Europe. Barnum knew that people
craved entertainment it gave them somewhere to go, something to talk about, something to take their
minds off the humdrum days of their humdrum lives. He excelled at divining the desires of his audience
and creating just the spectacles they'd flock to see. And, he knew that the buildup to a show was just as
important as the actual performance. Barnum knew that the right kind of promotion was critical to the
success of the show and that every event and every happening called for its own particular approach to
its own particular audience. What P.T. Barnum knew best of all was that to pull in an audience, you have
to reach out the hook and reel them in. You need the right hawker out there, enticing the crowd. You have
to make them notice, make them wonder, and get them to follow their curiosity right into the tent. P.T.
Barnum may not have heard of the term yet, but he was the Master of Marketing.While the basic
principles of marketing may not have changed drastically from Barnum's days, the global big top has
increased dramatically in size. Entertainment drove more than $500 billion in worldwide revenue in the
year 2000 more bucks than Barnum could ever have ballyhooed his way. And, given that figure has been
rising every year for the last decade, odds are that the dollars will continue to pile up. Today, there are a
lot more Barnums, many more tents, and innumerable hawkers out there shouting for our attention. In
fact, the din has been raised to the point that, in order to lure us into the tent, entertainment marketing
itself has turned into a form of entertainment all its own?a virtual sideshow of technology, celebrity, and
bells and whistles. And the big top? Sometimes it seems as though we're destined to live under one tent,
supplied by one fast food company, one software company, and one entertainment company. But for
now, we're somewhere in between Barnum and BizCorpGlobal. Entertainment Takes the
StageEntertainment as an industry has shown steady growth since P.T. Barnum's day. While the first big
kick occurred in the early part of the 20th Century, when movies appeared on the scene, the true
explosion of entertainment came in the post-World War II era. Movie moguls enjoyed a relatively cornered
market in pre-war times; Hollywood was the center of attention, given that technology had not yet reared
its intriguing head in the form of television. The favorite at-home form of entertainment was radio, which
had grown from crystal sets in the attic to decorative cabinets in the living room, with the family gathered
`round for an evening of music and programming.Then the world turned upside down.From V-Day to V-
ChipOutside the palm-lined streets of Hollywood, the world was in transformation. While the United
States slowly crawled out of the Depression through a series of government-related programs, other parts
of the globe found themselves under different influences. The poor and starving in Europe and Japan
turned their eyes toward leaders who promised a new and glittering future, born out of the rising of the
masses, the extermination of undesirables, the acquisition of historic land holdings whatever it took to
build a power base. It was only a matter of time before the global cauldron boiled over. World War II
arrived, and with it, a sociological and technological upheaval unlike any that came before.
AL LIEBERMAN is Clinical Assistant Professor and Director of the Entertainment, Media & Technology
Program at New York University, a state-of-the-art program designed to help MBA and undergraduate
students understand the strategy and operating principles that drive each sector of the entertainment
industry, the financing of start-ups and product development, the marketing and management of
entertainment companies, and relevant technologies that connect entertainment products with
consumers.Lieberman has extensive international and domestic marketing and advertising management
experience with global communications companies. He worked at Young & Rubicam in New York, Milan,
Italy and Sao Paulo, Brazil, managing Fortune 500 companies' advertising accounts before becoming
Executive Vice President of the Wunderman Direct Response Division of Young & Rubicam.Lieberman
later joined Simon and Schuster as Worldwide Director of Marketing, becoming Executive Vice President
of its Silhouette Books division. Most recently, he founded and served as CEO of Grey Entertainment, an
advertising and marketing company whose entertainment, leisure and recreation clients have included
Warner Bros. Studios, ABC Entertainment, Harper Collins, Westinghouse/Group W Radio, Viking
Penguin, and Bertelsmann. He continues to maintain an entertainment consulting business.