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|Saturday, November 01, 2008|
We don’t know who you are, but we know what you are watching.
AS HE RACES THROUGH a PowerPoint presentation describing the vast potential of the $93 million media-tracking empire he oversees, Rentrak CEO Paul Rosenbaum pauses to shake his head and say, “I just love this stuff.” By his own admission he knew nothing about the intricacies of information management before gaining control eight years ago of the Portland-based media tracker. It wasn’t his technical knowledge that earned him the job. It was his willingness to fight until he won.
Prior to taking over Rentrak, Rosenbaum, now 65, was a state legislator in Michigan, a trial attorney, founder and CEO of a chemical company (he didn’t know anything about chemicals either, he says), and co-owner of a boxing tour called the Toughman. The Toughman competition required the champion to defeat four separate opponents in a single day. Rosenbaum, a straight-talking former Golden Gloves boxer with photos of Thomas Hearns and Sugar Ray Leonard on his office walls, clearly relishes a fight. He took over Rentrak by winning a proxy battle over corporate governance in 2000. His original plan was to stay six months as interim CEO, but he changed his mind after seeing an opportunity to lead Rentrak into a whole new area.
Rentrak under Rosenbaum has won a few skirmishes, growing into the top monitor of box-office receipts and video-on-demand data, but the larger battle lies ahead. It has to do with tracking the sprawling world of television, long dominated by the industry’s Goliath: the Nielsen Company. Nielsen ratings are the industry standard, but Rosenbaum is quick to point out that Nielsen only covers the top 25 of 425 networks. Rentrak’s programmers are honing a TV Essentials package to track all networks in all markets, analyzing audience retention and ad performance for advertisers and agencies.
“We can track it second by second,” he says. “This is invaluable to the advertiser. In the past advertising was 50% useless but nobody knew which 50%. It’s a whole different world now.”
Thursday, July 10, 2014
BY TOM COX | OB BLOGGER
Tom Cox interviews Dr. Mark Goulston, author of Just Listen, Discover the Secret to Getting Through to Absolutely Anyone.
Wednesday, August 27, 2014
BY JESSICA RIDGWAY
How State Representative Julie Parrish (House District 37) balances life between work and play.
Wednesday, August 20, 2014
By Kim Moore | OB Editor
The 2015 survey launched this week. It is open to for-profit private and public companies that have at least 15 full- or part-time employees in Oregon.
Monday, July 14, 2014
BY VIVIAN MCINERNY | OB BLOGGER
Some people think Amazon’s winking eye logo is starting to look like a hoodwink.
Tuesday, August 26, 2014
BY JON BELL
Startup culture is all the rage. Is there a downside?
Tuesday, July 08, 2014
BY LINDA BAKER | OB EDITOR
The New Yorker recently published a sharply worded critique of “disruptive innovation,” one of the most widely cited theories in the business world today. The article raises questions about the descriptive value of disruption and innovation — whether the terms are mere buzzwords or actually explain today's extraordinarily complex and fast changing business environment.
Update: We caught up with Portland's Thomas Thurston, who shared his data driven take on the disruption controversy.
Thursday, July 31, 2014
BY MARY SPILDE | OB GUEST CONTRIBUTOR
Faced with the aftermath of the “great recession,” increasing concern about the environment and dwindling family wage jobs, we have some very important choices to make about our future.
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Fifty-one Lane Powell lawyers were recently selected by their peers for inclusion in The Best Lawyers in America® (Best Lawyers) 2015; of those selected, 23 lawyers are from the Firm’s office in Portland, Oregon.
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