By Scott Donaton, Scott Donaton

ISBN-10: 0071436847

ISBN-13: 9780071436847

ISBN-10: 0071458441

ISBN-13: 9780071458443

From the pointy decline in CD revenues to the fragmentation of community television audiences, the company versions of the leisure and advertisements industries are displaying critical cracks. ads Age editor Scott Donaton-- who coined the time period Madison & VineTM--lays out a case for why those industries might want to converge to outlive, overcoming hurdles and developing enterprise types according to content-commerce partnerships. Madison & Vine unearths how new expertise is disrupting conventional company versions, giving the shopper extra keep an eye on over the product. Donaton explains how those industries might want to conquer mistrust, divergent agendas, and inventive conflicts to shape at the same time invaluable alliances--or face the specter of extinction. Examines the criteria that threaten company versions of the ads and approximately each leisure area Relates the glamorous within tales of fashionable Madison & Vine alliances "A wonderful research of the intersection of Madison and Vine. This convergence is the longer term monetary version of the leisure and ads industries."--Mark Burnett, Creator/Executive manufacturer of "The Apprentice" and "Survivor" "Scott Donaton [has] written the definitive publication concerning the mutual profit that occurs whilst filmmakers and sellers collaborate." --Harvey Weinstein, President, Miramax motion pictures Corp. "Scott Donaton does greater than lay out a highway map of the longer term. A observe to people who wish a few motion during this crazily converging techno-centric international: learn this e-book or be left behind."--Stanley Bing, bestselling writer of What could Machiavelli Do and Fortune journal columnist "Unique and insightful, Scott offers an insider's check out the evolving company versions of leisure and advertising."--Donny Deutsch, Chairman and CEO, Deutsch Inc. "Scott Donaton is familiar with crucial factor there's to understand in regards to the media enterprise and that is what is occurring to the ads company. during this sharp, witting, and prescient e-book, he imagines the way forward for our enterprise. it is a new game."--Michael Wolff, writer of Autumn of the Moguls and self-esteem reasonable columnist "If you're employed within the media companies, this publication can assist you determine what you need to do with the remainder of your lifestyles sooner than it truly is too late."--Kurt Andersen, bestselling writer, editor, and host of NPR's "Studio 360"

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Extra resources for Madison & Vine

Example text

As you need ours. For ever since Clark 27 28 Madison & Vine Gable took off his shirt in It Happened One Night and sales of men’s undershirts plummeted, popular culture, entertainment, has proven its ability to sell products and services, to transform brands and images, to define what’s relevant, to facilitate transactions and relationships. To Madison Avenue, you need our marketing prowess, our reach, our distribution, our day in and day out presence and connection to the lives of our shared audiences around the world.

They want to lead Heyer Calling 37 the process, or even to cut partners out of the loop and provide a one-stop solution. Such territorialism could lead to their downfall, the Coca-Cola chief believes. “It raises a big challenge for large agencies. S. advertising account from one of the world’s largest ad agencies, McCann-Erickson, and placed it with a small start-up, Berlin Cameron & Partners, whose principals all work directly with their clients. This page intentionally left blank. Chapter 4 Everything Old Is New Again The broadcasting business is in the midst of a revolution.

The long-term model, of course, is very much under development; what it will be is still unknowable this early in the change process. But at this point one of the most aggressive responses to the challenges has been for Hollywood and Madison Avenue to explore alliances that integrate content and commerce, that in effect blur the line between traditional entertainment programming and advertising messages. This can take many forms, including: • Long-form ads, so called because they run longer than the usual 30- or 60-second commercials and have an intrinsic entertainment value.

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Madison & Vine by Scott Donaton, Scott Donaton

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