Download e-book for iPad: Madison & Vine by Scott Donaton, Scott Donaton

By Scott Donaton, Scott Donaton

ISBN-10: 0071436847

ISBN-13: 9780071436847

ISBN-10: 0071458441

ISBN-13: 9780071458443

From the pointy decline in CD revenues to the fragmentation of community television audiences, the company versions of the leisure and ads industries are displaying critical cracks. advertisements Age editor Scott Donaton-- who coined the time period Madison & VineTM--lays out a case for why those industries might want to converge to outlive, overcoming hurdles and growing enterprise versions in keeping with content-commerce partnerships. Madison & Vine unearths how new expertise is disrupting conventional company types, giving the patron extra keep watch over over the product. Donaton explains how those industries might want to conquer mistrust, divergent agendas, and artistic conflicts to shape jointly important alliances--or face the specter of extinction. Examines the standards that threaten company types of the ads and approximately each leisure quarter Relates the glamorous within tales of favourite Madison & Vine alliances "A marvelous research of the intersection of Madison and Vine. This convergence is the long run monetary version of the leisure and advertisements industries."--Mark Burnett, Creator/Executive manufacturer of "The Apprentice" and "Survivor" "Scott Donaton [has] written the definitive publication concerning the mutual profit that occurs while filmmakers and retailers collaborate." --Harvey Weinstein, President, Miramax movies Corp. "Scott Donaton does greater than lay out a street map of the longer term. A observe to those that wish a few motion during this crazily converging techno-centric global: learn this booklet or be left behind."--Stanley Bing, bestselling writer of What could Machiavelli Do and Fortune journal columnist "Unique and insightful, Scott offers an insider's look at the evolving enterprise types of leisure and advertising."--Donny Deutsch, Chairman and CEO, Deutsch Inc. "Scott Donaton is aware an important factor there's to grasp concerning the media company and that is what is taking place to the ads enterprise. during this sharp, witting, and prescient e-book, he imagines the way forward for our company. it is a new game."--Michael Wolff, writer of Autumn of the Moguls and conceit reasonable columnist "If you're employed within the media companies, this booklet will help you determine what you should do with the remainder of your existence prior to it really is too late."--Kurt Andersen, bestselling writer, editor, and host of NPR's "Studio 360"

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Advertiser-funded programming. Increasingly, advertisers are weighing opportunities to fund the production of TV programs and even films. They do this in part to ensure themselves prime marketing opportunities and shut out rivals and in part to allow them to develop a content environment that they know will be a good fit for their product messages. It also potentially allows them to participate in the success of such 16 Madison & Vine ventures, in some cases through a percentage of profits. For an NBC reality series called The Restaurant, about the opening of a high-end eatery in New York City, the media-buying agency Magna Global Entertainment agreed to underwrite most of the production costs and take an ownership position.

Away from broadcast TV as the anchor medium. Away from product placements that are gratuitous because they lack a compelling idea. Because in today’s marketing and media environment 29 30 Madison & Vine only the naive and foolish confuse presence with impact. “Presence is easy. ” Where are we headed? We’re headed to ideas that bring entertainment value to our brands, and ideas that integrate our brands into entertainment. We’re moving to ideas that use celebrities to illustrate, enhance, and extend the values that underpin our brands.

Advertisers can be given input into script development long before filming begins, and they support their presence If It’s Broke, Fix It 15 in the films with multimillion-dollar advertising campaigns and promotions. The price tag can be huge. Miramax went out to the market asking a record $35 million from automakers interested in cutting a deal to have their vehicle be “a character” in the Green Hornet film (the hero’s car), even though the film’s script hadn’t even been written when the studio’s marketing departments began making the rounds.

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Madison & Vine by Scott Donaton, Scott Donaton

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