As a new media buyer fresh out of college, I was fascinated by the way decisions were made, how the agency and clients worked together, and I was especially fascinated by all the nuances of media research.
This cartoon caught my eye, made me chuckle, and I filed it away in a folder labeled “Funny”. Over the years, I've cleaned out the folder, but always kept this one because it made me chuckle every time I saw it.
One of the things that was clear in the early 90s was that the Hispanic advertising industry was growing quickly, but was handicapped by lack of solid research, especially media research. This was the days of SRC TV ratings, Birch and Arbitron. Almost twenty years later there have been improvements in many areas, but it's really pathetic to see that for radio this cartoon still applies.
Its time to refile this one. I'm moving it from my “Funny” file to a newly created one which I'll label “Pathetic”.
Vice President, Managing Director