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 Vine--layout a case for why these industries will need to converge to survive, overcoming hurdles and озрзй creating business models based on content-commerce partnerships Madison Vine reveals how new technology is disrupting traditional business models, giving the nsumer 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 thrten 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 ture 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 anmarketers 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 bind "--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 a 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'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, bestlling author, editor, and host of NPR's "Studio 360".  Wolveri2004 г Твердый переплет, 240 стр ISBN 0071436847.