Summary of Robert McKee & Thomas Gerace's Storynomics

Please note: This is a companion version & not the original book.

Book Preview:

#1 The history of advertising is long and complicated, but it all started with newspapers. As the popularity of these publications grew, so did their revenue. As a result, they were able to lower their subscription costs, which allowed them to sell more papers.

#2 The first completely ad-supported media was television, which began in the 1940s. It outperformed all other media because it combined mass reach, a rich visual medium for messaging, and guaranteed audience attention.

#3 In 2006, the cost of targeted online video ads surpassed that of television advertising, because pre-roll ads on YouTube and interrupt ads on Hulu guaranteed viewership and online delivery allowed more powerful ad targeting.

#4 By 2005, broadband adoption in the home surpassed dial-up in the United States. With this faster connection came a game changer for consumers: choice.

© 2022 IRB Media (Ebook): 9781669372462

Release date

Ebook: 25 March 2022