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"It needs to be entertaining, it needs to be compelling, it needs to be laugh-out-loud funny," said Jon Sinton, a veteran of radio who is a founder of Air America, a subsidiary of Progress Media.
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He recognized intuitively that in the New York news media market, the need to be entertaining often trumps the need to be substantive.
An ad needs to be entertaining to get you to watch, but it also needs to have informational content that convinces you to share it with others.
ESPN summoned Rush Limbaugh for "Sunday NFL Countdown," but it has now embraced the need to be entertaining with the "Playmakers" series, films, the "Beg Borrow and Deal" reality program and a mock trial on the baseball betting of Pete Rose.
It will accelerate the trend we are already seeing of stores needing to be entertaining in order to perform financially.
Today's parents have a misguided notion that they need to be entertaining their kids 24/7.
Turns out, the only thing "Toddlers & Tiaras" needed to actually be entertaining was some plastic.
People will watch and be entertained by it but you don't need to be a genius to create something like that.
Some older adults can run bustling volunteer programs, for example, while others want to be entertained; still others need regular visitors or help with errands.
Finally, if you have to pull out games like Mario Party 8 when you're entertaining, you might need a new class of friends!
The crowd come to be entertained but sometimes we need them to help us get the right kind of performance". Ferguson's anger extended to the referee Peter Walton's "bad" decision-making and, in particular, the number of fouls on Tevez.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com