Case Study No. 4

The television industry’s largest trade publication, TelevisionWeek, required expert content for it’s weekly Media Planner column. Insight Garden’s Principal Strategist, Mark Dominiak stepped in as a columnist.

Content providers are experts in the subject matter they offer to consumers in the marketplace and will often partner with specialists who can enhance their offering.

Television Week

TelevisionWeek is the leading trade publication in the television industry with a circulation of over 35,000. Their mission is to keep their readers informed on all of the factors in the marketplace which influence the television industry. One of those factors is the advertising industry and its critical media planning and buying functions. A vacancy in TelevisionWeek’s Media Planner column led to an engagement of Insight Garden.


Insight Garden’s role:

  • IG’s Principal Strategist, Mark Dominiak, to create Intellectual Property submissions for TelevisionWeek’s Media Planner column
  • Cover areas of media and message context philosophy
  • Provide principles and practical advice for media planners to use and television industry professionals to understand


Initial submissions led to an agreement between TelevisionWeek and Insight Garden to provide twice-monthly articles for the Media Planner column.  Insight Garden’s Mark Dominiak provided content to Television Week for five years, creating more than 100 media strategy articles that have been quoted internationally and in some cases, become part of the curriculum of college courses.