Text develops a series of practical strategies for anticipating and managing change in a turbulent industry. Addresses major issues such as the impact of cable TV, direct marketing, and the Internet; the emergence of alternate marketing disciplines; and the disappearance of the mass market. Outlines a variety of solutions.

How to advertise successfully in a constantly morphing environment

Rapidly developing new technologies, media outlets constantly proliferating and changing, markets dissolving and reemerging almost daily, consumers becoming more skeptical by the minute--by the time you say "future," it's already pass?! How can advertisers, agencies, and traditional media outlets adapt to and thrive in an environment that just keeps changing?

In The Future of Advertising, veteran advertising columnist and publisher Joe Cappo develops a series of surprisingly straightforward and practical strategies for anticipating and managing change in a turbulent industry. Addressing major issues such as the impact of cable TV, direct marketing, and the Internet; the emergence of alternate marketing disciplines; and the disappearance of the mass market, Cappo outlines a variety of innovative solutions, including:

* Merging "above-the-line" advertising with alternative "below-the-line" techniques

* Coordinating traditional advertising with online buying patterns

* Marketing youth-oriented products to an aging population

* Finding new places for old media

* And much more

Gone are the days of the 15 percent commission on media buys, the three-martini lunch, and 100 million viewers tuning into the same TV show every Tuesday night at nine. The proliferation of new media, escalating competitive pressures, and the emergence of alternate marketing disciplines have transformed the advertising industry. As rapidly as the industry has changed, however, it continues to face new and daunting challenges, and those who wish to survive in this uncertain future had better anticipate these challenges and find ways to overcome them.

In The Future of Advertising, ad-industry thought leader Joe Cappo offers provocative analysis of these recent changes along with insightful projections of what's to come. He traces the consolidation of twenty major agencies into four giant holding companies and explores the curious absence of a new generation of swaggering advertising entrepreneurs on the model of Leo Burnett and David Ogilvy. He examines the continuing impact of cable TV, direct marketing, and the Internet on the advertising industry and traditional media and suggests strategies for adapting to--and thriving in--this challenging new environment.

Laced with colorful anecdotes from Cappo's illustrious career, The Future of Advertising addresses such major issues as the need for newspapers to transform themselves as radio did after the advent of television; the growth of commercial-free, fee-for-service media such as HBO; and the virtual disappearance of the mass audience. He explains why there is no longer any distinction between "above-the-line" advertising and alternative "below-the-line" marketing techniques and why agencies who choose to ignore this emerging truth do so at their peril.

Among the innovative ideas you'll find in this surprising look into the future are techniques for coordinating traditional media advertising efforts with known online buying patterns; merging traditional advertising with direct marketing via transactional TV; and marketing traditionally youth-oriented products to an aging population. You'll also find entertaining and perceptive commentaries from such industry leaders as John Emmerling, Phil Guarascio, Bruce Mason, Dom Rossi, Fred Danzig, and more.

If you plan to spend any part of your future in this rapidly morphing industry, it's time to prepare yourself for the big changes still to come. Start by reading The Future of Advertising.



Advertising Age is the world's most widely read resource for advertising industry news, information, and analysis. McGraw-Hill's new Advertising Age series represents an exciting partnership that will--like the magazine itself--provide professionals with vital and usable information that is lively, informative, and indispensable.

A celebrated ad veteran talks about where advertising is, where it is going--and how to take advantage of its many changes

In The Future of Advertising, international ad industry thought leader Joe Cappo analyzes the factors reshaping today's advertising industry. Advertising and marketing professionals will get thought-provoking and valuable guidance on how to position themselves, their work, and their clients to meet consumer needs in the coming years.

In addition to Cappo's input, insight, and anecdotes, pieces from prominent agency heads, advertisers, brand managers, and creatives provide a 360-degree view of the state of advertising today. All readers will learn how to skillfully navigate fast-changing factors including:

* Changes in the long-entrenched commission system

* Consolidation of major agencies

* Internet and E-tailing initiatives