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“New technologies, exemplified by the Tivo personal video recorder, are transforming media communications, putting the end user rather than content providers in control of the information flow. This has tremendous implications for advertising and the economic model of marketers, ad agencies and media companies. ... At this point, the industry’s most aggressive response to media fragmentation and new technologies has been to explore the integration of content and commerce.” %%STORYIMAGE_RIGHT%%Thus began a proposal I wrote to my bosses at Advertising Age and Crain in June 2002, outlining the launch plan for an initiative we dubbed Madison + Vine. In the two-plus years since, we’ve built an incredibly successful franchise. And today, our commitment to being the clear leader in this important space is stronger than ever. The Madison + Vine family now includes:
  • This weekly newsletter, recently expanded to include exclusive data and case studies
  • A highly successful annual conference, with the third one scheduled for Feb. 16, 2005, in Beverly Hills
  • Daily coverage of breaking industry news on AdAge.com and weekly coverage in Advertising Age
  • An annual Madison + Vine Special Report in Advertising Age
  • A book, “Madison + Vine: Why the Entertainment and Advertising Industries Need to Converge to Survive,” published by McGraw-Hill and Advertising Age in July 2004, which has already gone into a second printing
There’s more to come, and we will continue to grow with the space. We will soon name a new Madison + Vine editor to replace Hank Kim; will continue to expand the exciting and important information available in the newsletter; and are set to introduce a branded-entertainment awards program in partnership with two key industry groups. As marketers seek new and creative ways to reach out to consumers, adapting to a model where marketing is about invitation rather than intrusion, Advertising Age and Madison + Vine are committed to leadership in providing the news, data and information they need to navigate this new world.
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