Q&A with Maureen Quinn
Vice President of Media Services
What do you think is the most challenging aspect in the advertising business?
Reaching the target audience in such a fragmented marketplace is my biggest challenge from a media perspective. All audiences are interacting with multiple mediums daily. You can no longer run two or three media vehicles and reach the majority of your target. The challenge is to reach them at many of their touch-points, with enough frequency where the message is effective – all while being responsible with the budget. This is quite the challenge.
How has social media affected the overall media industry?
Social media is immediate and powerful. People have the power to talk about brands and experiences in a mass forum. These discussions are influential. This communications channel is less about selling and promoting and more about connecting with people. Social media cannot be analyzed like a paid media buy – metrics like CPM’s and click-thru rates are not important. What is important is what people are saying and how you can influence the conversation.
Is there a unique media idea you’d like to sell to a client?
Skywriting: I never had a client do that yet.
What talent do you wish you had?
Cooking. I truly believe this is a talent (and I don’t have it). Luckily, my husband does.
Red or white wine?
It depends on the season. In warm weather, I prefer white; in cold weather, red.
If you could “do lunch” with any celebrity, who would it be?
Matt Lauer. I have my breakfast with him every morning, so a face-to-face lunch would be nice.