An Archive

The world does not need another website. My excuse is EphronOnMedia (too Jurassic-sounding for my taste) is more of a lending library of off-center thinking about the advertising business.

I use the word "lending," because the thoughts are mine and I want them back. Revered or reviled. But with at least a polite hello from the borrower.

The site is technically simple. First there is the current cover article, then a section containing new writings and finally an archive of earlier essays arranged by subject. There is a key-word search at the bottom of the page.

To print an article, I recommend the download PDF option located on the left at the top and bottom of each article.

If you want to hire me, there’s a page for that too.

So welcome to the club. You simply need to register once to use the archive forever. It's free and your identity is safe with me. I simply want to know who you are. My guest, correspondent, co-conspirator.

You can start reading below right now.

BACK TO THE FUTURE

or Frequency’s Second Chance

In the early years of Television, advertising was thought to work the way teaching did— through frequent repetition.

This assumption was given voice by Herb Krugman of General Electric with his early work on how consumers process information. Krugman identified three sequential stages in our interaction with ads: First Curiosity or What is it? Then Consideration or What of it? And finally, Recognition, it’s that same ad again!

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