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Madison & Vine: Why the entertainment & advertising industries must converge to survive
A book by Scott Donaton.
Review by Mike Meachen. This is a compelling and timely look into the evolution of the communications and entertainment industries and the implications for future business models.
In Madison & Vine, Scott Donaton gives an informed perspective on the convergence of traditional media and new technology channels. He analyses and discusses many of the key issues: the impact technological change is having on consumer attitude and behaviour is vast and gathering momentum - the control that the rise of the internet has given consumers; the dramatic effect TiVO has had on viewer habits in the US - TiVO viewers watch the majority of their TV off the hard drive, and they don't watch ads!; the growing power of viral promotion; effective product placement techniques; attitudes towards effective business alliances.
Donaton looks at how key players in the industry are dealing with the mind shift from an age dominated by mass communication to a future increasingly driven by one on one communication and entertainment channels where the power is now with the end user.
The author's frequent use of actual situations, examples and quotes to illustrate his points make this an easy, entertaining insightful read.
Buy this book
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