The Unasked Question About “Advertising” Today: Will It Sell Stuff?

I was at a big shot seminar a few years ago with the heads of all of the advertising families. You know the names. Starcom. Mindshare. Universal McCann. Those guys. I heard one chief say to another, “We are going to have to start buying audience rather than shows.” Wait, you mean on TV they were buying shows rather than audience? Do they sit in the sponsor booth and give notes, too? How Don Draper of them.