In control with tivo, but ads find new touch points

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The day begins with me going straight to my computer. I check my e-mail and read Yahoo News headlines. I'll pick up the L.A. Times, USA Today, sometimes The Wall Street Journal and the trades. I occasionally check news sites on the Web-New York Times or L.A. Times and trades. For pure interest, sometimes I go to E!'s site, I go to quite a bit,

My TV watching is seasonal. Summer, it's like almost 80% cable-mainly HBO-and during the fall-winter-spring months it's more like 60% network. On network, I'm obsessed with "The OC" and I watch the Donald Trump "Apprentice," "Desperate Housewives," "The Office" and "Grey's Anatomy." On cable, I like "Six Feet Under" but that's off, "The Sopranos," "Curb Your Enthusiasm" and "Entourage."

I read Entertainment Weekly pretty religiously, and I subscribe to Vanity Fair, Elle and Los Angeles Magazine, and I just started subscribing to The Week-there's everything you could ever want in The Week, including recipes.

My multitasking involves TV, magazine reading and Internet-sometimes all three at once. You get so accustomed to doing that in your work life, I have a hard time shutting that off in my personal life.

I don't own an iPod-I'm one of the last who don't. I'm going to buy one. At least 60% of my leisure time is spent with media. I listen to NPR in my car; I don't have satellite radio in my car, but my husband does.

I have a landline, but at this point I don't know why because I use my cellphone 90% of the time. I have Verizon, and I have text messaging, e-mail, Internet, I can take and send pictures. I have downloaded a lot of different ringtones. My friends are just amazed-"How did you do that?" I'm not really a technology person; I just figured it out. But it kind of almost gives you a cachet.

Even with all the advertising around me, I still feel like I'm in control as a consumer. With TiVo, for example, I feel more in control because I can zap through commercials or I can watch them when I feel like watching them. I do feel bombarded particularly if I'm trying to do some research on the Internet and a dozen pop-up ads appear.

Advertising is hitting me at other touch points. Movie companies now are advertising on the back of the valet ticket stub when I pick up my Volvo. Advertisers are thinking of more clever ways to penetrate your day. I take note because it's creative, and sometimes unique forms of advertising are hitting me.

Healthy eating has been a concern for me. Within the last five years it's been more about my health than about I want to be thin or whatever.

There's a general concern among my peers that people are basically spending the equity in their homes to sustain a high quality of life. There's sort of like a dark cloud looming over people that if the market crashes, they'll be screwed. There's the strange dichotomy of people living for today, yet thinking, "Oh my goodness, what am I doing about my future?"

-as told to dan lippe

Katie Chin-Jonas

Age: 40

Katie Chin-Jonas’s career has ranged from being a senior VP at Twentieth Century Fox to hosting a cooking show, "Double Happiness" on PBS, to co-authoring a cookbook, "Everyday Chinese Cooking," with her mother, Leeann Chin (owner of a chain of quick-serve Chinese restaurants). Ms. Chin-Jonas resides in Encino, Calif., where she runs an entertainment consultancy, Katie Chin Consulting. Her husband, Matthew Jonas, is president of Catapult Marketing Group.


Ms. Chin-Jonas and her husband use their TiVo daily, time-shifting as much as 90% of what they watch.

TiVo has dramatically cut her ad-watching. While Ms. Chin-Jonas will occasionally view a spot on time-shifted programs, "I don’t know if I’d do that if I didn’t work in the business." She cites Hewlett-Packard’s digital-photography advertising as a campaign that’s "really cool--it’s evocative and sticks in your memory."

Ms. Chin-Jonas vacations about once a year outside the U.S. Much of her travel is work-related, such as a recent trip to Hong Kong.

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