Madison & Vine : why the entertainment and advertising industries must converge to survive

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 "A superb analysis of the intersection of Madison and Vine. This convergence is the future financial model of the entertainment and advertising industries."--Mark Burnett, Creator/Executive Producer of "The Apprentice" and "Survivor" "Scott Donaton [has] written the definitive book about the mutual benefit that happens when filmmakers and marketers collaborate." --Harvey Weinstein, President, Miramax Films Corp. "Scott Donaton does more than lay out a road map of the future. A word to those who want some action in this crazily converging techno-centric world: read this book or be left behind."--Stanley Bing, bestselling author of What Would Machiavelli Do and Fortune magazine columnist "Unique and insightful, Scott provides an insider's look into the evolving business models of entertainment and advertising."--Donny Deutsch, Chairman and CEO, Deutsch Inc. "Scott Donaton knows the most important thing there is to know about the media business and that's what's happening to the advertising business. In this sharp, witting, and prescient book, he imagines the future of our business. It's a new game."--Michael Wolff, author of Autumn of the Moguls and Vanity Fair columnist "If you work in the media businesses, this book might help you figure out what you ought to do with the rest of your life before it's too late."--Kurt Andersen, bestselling author, editor, and host of NPR's "Studio 360" Television as we know it is on its way to extinction. Hollywood as we know it is an endangered species. Advertising as we know it is undergoing radical transformation. And in a trillion-dollar Petri dish, they are being crossbred. This is an astonishing story of money, power, technology, panic - even a whiff of nostalgia. And it's happening at the glitzy intersection of Madison & Vine. At its core, this is a story about business models that have been badly damaged (in some cases broken), and the need to reinvent them to ensure the future of the advertising and entertainment industries. As these business models begin to collapse, there is a scramble to create a new model, one in which advertisers and the entertainment industries prop themselves against each other. To ensure their mutual survival, these industries have to overcome distrust, often-divergent agendas and creative conflicts and form alliances that benefit both. Emerging technologies are transforming media communications, putting the end user rather than the content provider in control of the information flow. Users of such devices significantly alter their viewing behaviors.; This has tremendous implications for television advertising and the economic model of marketers, ad agencies and media companies. The threat to the traditional 30-second commercial represents a threat to the entire marketing industry. At the same time, many sectors of the entertainment business are confronting their own challenges. Personal-video recorders, digital cable and audience fragmentation are re-shaping the television business. Out-of-control production and marketing costs are deteriorating Hollywood bottom lines. The music industry has been decimated by online piracy. One of the most aggressive responses to these challenges has been for Hollywood and Madison Avenue to explore alliances that integrate content and commerce. This has already taken various forms, including: - Long-form ads intended as stand-alone entertainment. BMW Films, Internet-distributed mini movies created by leading Hollywood directors, is the most prominent example, and it has been at the center of a debate on the future of advertising. - The integration of product messages into scripted (sitcoms, soap operas) and unscripted (reality shows, late-night talk shows) TV programming.; Think Coca-Cola and American Idol. - Product integration in films. Rather than simply place product in a movie, the tie-ins extend back to product ads and to other vehicles, and marketers are now given early input into scripts as well. Miramax is asking USD35 million from the automaker interested in cutting a deal for a vehicle to be "a character" in its upcoming Green Hornet film. - Music industry tie-ins. Music companies increasingly view advertisers as partners in distributing and gaining exposure for new releases, helping to combat the impact of online piracy. Mitsubishi, Coke, Jaguar and Coors Light are among the brands that have put original music at the centerpiece of their advertising efforts. New industry sectors are beginning to form around product placement, product integration and content-commerce alliances. Companies in such areas as commercial production are changing their business models, ad agencies are forming entertainment units, talent agencies are forming advertising practices and a new breed of middleman is emerging to play matchmaker between marketers and content providers interested in branded entertainment.; There is in this new advertising development much controversy, particularly centered around the issue of whether the integration of commercial messages into entertainment content will result in blatantly commercial programming. The marketplace has already proven it will reject obvious/poor products, leading for example to the cancellation of a summer WB series called "Young Americans" which was funded by Coca-Cola and shamelessly plugged Coke in its plotlines. In short, the Hollywood-Mad Ave intersection will b Annotation 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 Ageeditor Scott Donaton-- who coined the term Madison & Vine TM --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 & Vinereveals 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 "A superb analysis of the intersection of Madison and Vine. This convergence is the future financial model of the entertainment and advertising industries."--Mark Burnett, Creator/Executive Producer of "The Apprentice" and "Survivor" "Scott Donaton [has] written the definitive book about the mutual benefit that happens when filmmakers and marketers collaborate."--Harvey Weinstein, President, Miramax Films Corp. "Scott Donaton does more than lay out a road map of the future. A word to those who want some action in this crazily converging techno-centric world: read this book or be left behind."--Stanley Bing, bestselling author ofWhat Would Machiavelli DoandFortunemagazine columnist "Unique and insightful, Scott provides an insider's look into the evolving business models of entertainment and advertising."--Donny Deutsch, Chairman and CEO, Deutsch Inc. "Scott Donaton knows the most important thing there is to know about the media business and that's what's happening to the advertising business. In this sharp, witting, and prescient book, he imagines the future of our business. It's a new game."--Michael Wolff, author ofAutumn of the MogulsandVanity Faircolumnist "If you work in the media businesses, this book might help you figure out what you ought to do with the rest of your life before it's too late."--Kurt Andersen, bestselling author, editor, and host of NPR's "Studio 360." The Once-clear Line Between Commerce And Creative Has Become Increasingly Blurred. Mass Marketers Faced With Fast-changing Technologies And Attitudes Are Being Forced To Abandon Their Staid, Comfortable Push Model In Favor Of A Consumer-controlled Pull Model, In Effect Moving From Intrusion To Invitation. Madison & Vine Provides A Front-row Seat To This Unfolding Story. Written By Advertising Age Editor Scott Donaton, Who Has Played A Central Role In Understanding And Facilitating The New Intersection Between Content And Commerce, This Valuable Book Explains What Is Happening And Why. High-profile Professionals From Every Corner And Faction Detail Their Successes And Failures At Reviving Long-fractured Pathways To The Hearts And Minds Of Today's Consumer.--jacket. 1. Out Of Order -- 2. If It's Broke, Fix It -- 3. Heyer Calling -- 4. Everything Old Is New Again -- 5. A Vcr On Steroids -- 6. Dial It Up -- 7. Tivo's Future -- 8. Movie Madness -- 9. Producing An Answer -- 10. Bmw's Powder Keg -- 11. Under The Hood -- 12. Stop The Music -- 13. Change That Tune -- 14. Driving Miles -- 15. Crossing The Line -- 16. The Connectors -- 17. Proof Positive -- 18. Six Simple Rules. Scott Donaton. Includes Bibliographical References (p. 187-193) And Index.