Madison & Vine (Hardcover)

~ (Author), (Author) "With those words, the revolution was officially underway..." (more)
Key Phrases: scripted programming, branded entertainment, brand integration, United States, New York, Advertising Age (more...)

Editorial Reviews

Review

"[It's] a magnitude and urgency of change that isn't evolutionary - it's transformational.... If a new model isn't developed, the old one will simply collapse." Steven J. Heyer, President-COO, Coca-Cola Co. Keynote address, Ad Age Madison & Vine Conference"

Product Description

From the sharp decline in CD sales to the fragmentation of network TV audiences, the business models of the entertainment and advertising industries are showing severe cracks. Advertising Age editor Scott Donaton-- who coined the term Madison & VineTM--lays out a case for why these industries will need to converge to survive, overcoming hurdles and creating business models based on content-commerce partnerships. Madison & Vine reveals how new technology is disrupting traditional business models, giving the consumer more control over the product. Donaton explains how these industries will need to overcome distrust, divergent agendas, and creative conflicts to form mutually beneficial alliances--or face the threat of extinction.

• Examines the factors that threaten business models of the advertising industry and nearly every entertainment industry sector
• Relates the glamorous inside stories of prominent Madison & Vine alliances

See all Editorial Reviews

Product Details

• Hardcover: 240 pages
• Publisher: McGraw-Hill; 1 edition (May 1, 2004)
• Language: English
• ISBN-10: 0071436847
• ISBN-13: 978-0071436847
• Product Dimensions: 8.1 x 5.3 x 0.8 inches
• Shipping Weight: 11.2 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #659,978 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 6 people found the following review helpful:

5.0 out of 5 stars The most visionary business book of 2004, July 19, 2004

By	"amw321" - See all my reviews

This book is essential reading, not just for those in the advertising and entertainment industries, but for anyone who wants to be successful in marketing and selling any type of product in the 21th century. It's like "Future Shock" in the sense that it is the first serious exposition of cataclysmic changes in how we will be exposed to new products and information in the years ahead.

I have armed myself by reading this book (twice) and anyone else who wants to retain their competitive edge, or who is just curious about what the future will look like, should do the same.

5.0 out of 5 stars Excellent Insight in the World of Persuasion, July 20, 2005

By	Hege Hoem - See all my reviews (REAL NAME)

Madison & Vine: why the advertising and entertainment industries must converge to survive is an interesting, informative and highly relevant book. The book contains a detailed history of what product placement has been up till now. Furthermore, discusses emerging trends in society and poses interesting predictions for the future. It is well written, highly objective, critical, and has credible sources and industry facts. It is the best book I've read in years.

Thanks.

4 of 9 people found the following review helpful:

5.0 out of 5 stars The Perfect Primer on the subject!, July 3, 2004

By	H. Mitchell Kanner (Beverly Hills, CA United States) - See all my reviews

Scott Donaton brought attention to the subject, publicly in AdAge, and he's captured the very essence of this new "practice", where consumer brands, entertainment properties, and entertanment talent will all be blending together.

My only fear is that he does such a good job, that too many will be too well armed now, and invade the "space"!