Dr. Elihu Katz’ work referenced in The Economist magazine

Wednesday, November 21, 2007

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The Economist magazine referenced the work of Professor Elihu Katz, Ph.D., Distinguished Trustee Professor of Communication at the Annenberg School for Communication. The reference appears in the November 8, 2007 print edition of the magazine, which discusses social-networking sites and their transformative effects on online advertising and marketing.
The article note comments by Mark Zuckerberg, the 23-year-old who is in charge of Facebook, the popular social networking website (where Annenberg does have a page). “For the last hundred years media has been pushed out to people,” Mr. Zuckerberg said, “but now marketers are going to be a part of the conversation.” The article drew a comparison between Mr. Zuckerberg’s comments and Katz’ book Personal Influence, which over 50 years ago argued that marketers do not simply broadcast messages to passive mass audiences, but rather that they target certain individuals, called “opinion leaders.”