Reminiscences from a skybox overlooking the advertising arena
And then there were four : a once-entrepreneurial business consolidates into a handful of big holding companies
What to do when the money tree dies? : the 15 percent commission is gone, and along with it the primary source of agency revenues
Advertising changes its tune : the industry takes a broader look at the form and function of marketing
Drowning in media : proliferation nibbles away at the power of traditional mass media
The dilution of creativity : it's tougher to get the attention of consumers swamped with ad messages
There is no line : once-scorned alternatives gain respect and a bigger piece of the marketing pie
Retailers flex their muscles : consolidation in the retail sector imposes pressure on everyone in the marketing chain
Integration: key to the future : agencies must demonstrate that "media-neutral" is more than a pious platitude
Reinventing media, and other variations on the theme : old media are leading the development of new media-with some tech twists
The Internet as change agent : reinventing the way we communicate, buy, sell, invest, date, send greeting cards, and book a trip
Who are these people anyway? : they are older, richer, hipper, and more media savvy than any other generation of consumers
Does advertising have a future? : the road ahead is curvy and treacherous, and good road maps are in short supply.
