What You Should Have Read This Week

From the Editors of CMO Strategy and MediaWorks

Published on .

The Wall Street Journal reports that the consortium of marketers, including Microsoft, Home Depot and Hewlett Packard, that are backing a new online exchange for buying TV ad time are moving ahead now that Oxygen network has agreed to participate. The Online Media Exchange system, created last fall by eBay, has had difficulty finding networks willing to commit ad time to the auction because of a belief that the auction will turn spots into commodities.

Meanwhile, Fortune's Brent Schlender is less than impressed with Apple TV, declaring the $300 settop box one of Steve Jobs "whiffs," and going so far as to compare it to Microsoft's Zune.

And in its June issue, Fast Company highlights a fact we in "the industry" know all too well: The CMO job is "the riskiest job in the American C-suite." In "The Most Dangerous Job in Business," writer Ellen McGirt calls the CMO post "incredibly perilous" and "the 'fall guy' job." The article breaks no new ground with its list of casualties -- usual suspects Russ Klein, Kerri Martin and Michael Linton all make an appearance -- and it leans on the dog-eared Spencer Stuart annual report on CMO turnover for support, but still, its an interesting read, if only to contemplate the challenge through the lens of a general-business pub.
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