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A Norman Lear Center Conference the Davidson Conference Center University of Southern California April 9, 2003 A Norman Lear Center Conference The Davidson Conference Center University of Southern California April 9, 2003 2 THE NORMAN LEAR CENTER The Tyranny of 18 to 49 T H E T Y R A N N Y O F 1 8 T O 4 9 The holy grail for mass media is the 18 to 49 age group. Entertainment programmers, marketers and advertisers covet that demographic. It has a huge impact on what we see and hear. Is this power based on myth or reality? Could the 18 to 49 audience and its dollars be too influential? The Lear Center hosted a free-wheeling half-day conference on the topic, featuring leading thinkers, activists and prominent players in the television and advertising world, as part of its Creativity, Commerce & Culture project. Participants The Norman Lear Center Creativity, Commerce & Culture Durk Barnhill, SVP, McCann- Founded in January 2000, the Norman When art is created for commercial Erickson Worldwide Lear Center is a multidisciplinary purposes, who owns it? Once it’s in research and public policy center the hands of consumers, what rights Neal Gabler, author, Life the Movie: exploring implications of the do they have to change it? Headed How Entertainment Conquered convergence of entertainment, by Lear Center senior fellows David Reality and Lear Center senior commerce and society. On campus, Bollier and Laurie Racine, Creativity, fellow from its base in the USC Annenberg Commerce & Culture explores the School for Communication, the Lear new digital environment and the Center builds bridges between schools impact of intellectual property rights Martin Kaplan, associate dean, USC Annenberg School and director, and disciplines whose faculty study on innovation and creativity. The Norman Lear Center aspects of entertainment, media and culture. Beyond campus, it bridges the David Klein, publisher, Ad Age gap between the entertainment industry and academia, and between Ann Reed, executive council them and the public. Through member, American Association of scholarship and research; through its Retired Persons fellows, conferences, public events and publications; and in its attempts to Steven Sohmer, former EVP of illuminate and repair the world, the marketing, advertising and Lear Center works to be at the promotion, ABC forefront of discussion and practice in the field. 3 THE NORMAN LEAR CENTER The Tyranny of 18 to 49 T A B L E O F C O N T E N T S PANELIST BIOGRAPHIES PG 4 “THE TYRANNY OF 18 TO 49: AMERICAN CULTURE HELD HOSTAGE” BY NEAL GABLER PG 8 “(MIS) CALCULATING THE IDEAL AUDIENCE” BY PATRICK REED PG 30 ANNOTATED BIBLIOGRAPHY BY PATRICK REED PG 70 A TIMELINE FOR AUDIENCE RATINGS MEASUREMENT BY PATRICK REED PG 100 4 THE NORMAN LEAR CENTER The Tyranny of 18 to 49 P A N E L I S T B I O G R A P H I E S Durk Barnhill Durk Barnhill has over fifteen years experience developing and implementing marketing and advertising strategies for some of the best brands in the world. He is currently SVP group managing director at McCann-Erickson Los Angeles, where he runs all marketing activities for Néstle USA. Prior to that, Barnhill was a marketing consultant at Personic, where he developed positioning, marketing strategies, sales presentations and an identity system for the introduction of a new product platform. Until August of 2001 Barnhill was the general manager of Saatchi & Saatchi San Francisco, where he provided day-to-day leadership, including strategic integrated marketing guidance and senior client responsibility for all clients. Barnhill was also responsible for strategic leadership of all new business activities and the office profitability commitments to headquarters in New York. Prior to joining Saatchi & Saatchi San Francisco, Barnhill was a VP management supervisor at Fallon Advertising in Minneapolis, where he was responsible for all strategic, production and media aspects of the $150 million Miller Lite account. Before that, Barnhill was a VP account supervisor at Campbell Mithun Esty, leading integrated marketing campaigns for US WEST, General Mills and Healthy Choice. Barnhill started his career at Lowe & Partners Advertising Agency in New York. There he worked on several packaged goods clients such as Coca-Cola Foods, Johnson & Johnson, and Columbo frozen yogurt. Barnhill has a BA in English literature from Trinity College. He lives in San Francisco with his wife and three children. Neal Gabler Neal Gabler, senior fellow at the USC Annenberg Norman Lear Center, is an author, cultural historian and film critic. His first book, An Empire of Their Own: How the Jews Invented Hollywood, won the Los Angeles Times Book Prize and the Theatre Library Association Award. His second book, Winchell: Gossip, Power and the Culture of Celebrity was named non-fiction book of the year by Time magazine. His most recent book is Life the Movie: How Entertainment Conquered Reality, and he is currently at work on a biography of Walt Disney. Gabler has contributed to numerous publications including The New York Times, the Los Angles Times, Esquire, New York Magazine, Vogue, American Heritage, The New Republic, Us and Playboy. He has appeared on many television programs including The Today Show, The CBS Morning News, The News Hour, Entertainment Tonight, Charlie Rose and Good Morning America. Gabler also hosted Sneak Previews for PBS. 5 THE NORMAN LEAR CENTER The Tyranny of 18 to 49 Gabler held fellowships from the Freedom Forum Media Studies Center and the Guggenheim Foundation. He served as the chief non-fiction judge of the National Book Awards and judged the Los Angles Times Book Prizes. Gabler has taught at the University of Michigan and at Pennsylvania State University, and graduated summa cum laude from the University of Michigan. He holds advanced degrees in film and American culture. Martin Kaplan Martin Kaplan, director of The Norman Lear Center, is associate dean of the USC Annenberg School for Communication. He graduated from Harvard College summa cum laude in molecular biology, where he was president of the Harvard Lampoon and of the Signet Society, and on the editorial boards of the Harvard Crimson and Harvard Advocate. As a Marshall Scholar, he received a First in English from Cambridge University in England. As a Danforth Fellow, he received a Ph.D. in modern thought and literature from Stanford University. He was a program officer at the Aspen Institute; executive assistant to U.S. Commissioner of Education Ernest L. Boyer; chief speechwriter to Vice President Walter F. Mondale; deputy op-ed editor and columnist for the Washington Star; visiting scholar at the Brookings Institution and a regular commentator on NPR's All Things Considered and CBS Morning News. In the Mondale presidential campaign he was in charge of policy, speechwriting, issues and research. Recruited after the 1984 election by Jeffrey Katzenberg and Michael Eisner, he worked at Disney for twelve years, both as a studio vice president in live-action feature films, and as a writer-producer under exclusive contract. Kaplan has credits on The Distinguished Gentleman, starring Eddie Murphy, which he wrote and executive produced; Noises Off, directed by Peter Bogdanovich, which he adapted for the screen, and Max Q, produced by Jerry Bruckheimer for ABC. He is editor of The Harvard Lampoon Centennial Celebration; co-author (with Ernest L. Boyer) of Educating for Survival; and editor of The Monday Morning Imagination and What Is An Educated Person? Articles by him have appeared in publications including The New York Times, The Washington Post, The Los Angeles Times, Time, U.S. News & World Report, The American Scholar, The Woodrow Wilson Quarterly and The New Republic. At USC he has taught graduate and undergraduate courses in Media & Politics; Campaign Communication; and Entertainment, Communication & Society. 6 THE NORMAN LEAR CENTER The Tyranny of 18 to 49 David Klein David Klein is vice president, publishing and editorial director of The Ad Age Group, whose weekly Advertising Age newspaper is the industry leader in covering advertising, marketing and media news. He had been associate publisher and group editor since 1998 after a two-year stint as editor of Advertising Age. As publishing and editorial director, Klein has overall responsibility for the print, Internet and database publishing enterprises of the group, including print publications, Web sites and daily e-mail news feeds. He also serves as publishing director for BtoB Magazine and Television Week Magazine. Before joining The Ad Age Group, Klein was editor of Information Week, and before that founding editor-in-chief of Interactive Age, the first trade magazine dedicated to covering Web commerce and media. He began his career in business publishing at Crain Communications Inc.'s Electronic Media, moving from news editor in 1984 to editor in 1992. Prior to that, Klein spent eight years working as a reporter, editor and TV columnist for daily newspapers, first at the Tallahassee Democrat and then at the Cincinnati Post before moving into high-tech and business publishing. He is a graduate of the University of Florida and lives in the Chicago suburbs with his wife, Ellen, and their three children. Ann Reed Ann Reed is the associate vice president of public affairs for California State University, Sacramento. In that role she oversees media relations, publications, visitor relations and several specialty units. She is an active member of AARP, serving on the statewide Executive Council with advisory responsibility for strategic and volunteer communications. Prior to her affiliation with the University, Reed worked for a decade with the California Community Colleges – both in a district and later as vice chancellor for communications and public affairs at the state level, with responsibility for strategic communications for 106 community colleges. She led several statewide marketing campaigns for which she won awards. Reed has served on numerous community boards including the Community Services Planning Council, the Girl Scouts and her statewide alumni organization.
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