The Daily You by Joseph Turow
How the New Advertising Industry Is Defining Your Identity and Your Worth

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The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaper The Daily Me—and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflects diminished consumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don’t know they are collecting and individualized profiles we don’t know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a “target” or “waste” or placed in one of the industry’s finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online?

Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets—and what can be done to stop it.


About Joseph Turow

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Joseph Turow, called by the "New York Times" "probably the reigning academic expert on media fragmentation," is Robert Lewis Shayon Professor and Associate Dean for Graduate Studies at the Annenberg School for Communication, University of Pennsylvania. He is the the author of "Breaking Up America: Advertisers and the New Media World", among other books, and the editor of "The Wired Homestead" (MIT Press, 2003).
Published January 10, 2012 by Yale University Press. 256 pages
Genres: Business & Economics, Political & Social Sciences, Computers & Technology, Professional & Technical, Education & Reference. Non-fiction

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Using the Internet, writes the author, marketers and media now peek, poke, analyze and tag us, gathering data for “one of history’s most massive stealth efforts in social profiling.” Turow shows that advertiser efforts to understand consumer buying impulses now involve many digital tracking tools...

Jan 10 2012 | Read Full Review of The Daily You: How the New Ad...

Publishers Weekly

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Turow (Niche Envy) says, refers refering to the results of this new media information gathering phenomenon as "social discrimination," since its effectiveness is based on valuating an individual's potential worth to a particular company or political campaign.

Dec 12 2011 | Read Full Review of The Daily You: How the New Ad...

San Francisco Chronicle

"Medicx," Turow writes, "obtains medical and pharmacy insurance claims data for tens of millions of Americans from third-party data providers that purportedly strip out personally identifiable information."

Feb 02 2012 | Read Full Review of The Daily You: How the New Ad...


Turow’s best arguments come when he lays out his case with real numbers that speak to the decline of advertising revenue in print media (e.g., magazines declined from$20.3 billion in 2006 to $15.6 billion in 2009, while newspapers declined from $46.6 billion in 2006 to $24.8 billion in 2009), ins...

Sep 24 2012 | Read Full Review of The Daily You: How the New Ad...

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