10 books you should have read in 2003 according to 'Ad Age' editors

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1. There Must Be a Pony in Here Somewhere: The AOL Time Warner Debacle and the Quest for a Digital Future, Kara Swisher with Lisa Dickey . Crown Business: Examines consequences of attempting to cross-breed a dinosaur and a computer geek. Oh, the humanity!

2. Moneyball: The Art of Winning an Unfair Game, Michael Lewis, W.W. Norton & Co.: Lewis sheds light on the business lessons that can be mined from the Oakland A's.

3. Autumn of the Moguls : My Misadventures With the Titans, Poseurs, and Money Guys Who Mastered and Messed Up Big Media, Michael Wolff, HarperBusiness: New York -er chronicles his business' failure, skewers big-media honchos.

4. When Hollywood Had a King: The Reign of Lew Wasserman, Who Leveraged Talent into Power and Influence, Connie Bruck, Random House: The story of the legendary MCA mover and shaker. How Hollywood did things back in the day.

5. Trading Up: The New American Luxury, Michael Silverstein and Neil Fiske, Portfolio: Study of middle-classers who cheap out on clothes and baby formula so they can buy BMWs and flat-screen TVs.

6. Benjamin Franklin: An American Life, by Walter Isaacson, Simon & Schuster: Acclaimed editor pens bio delving into life of acclaimed editor (and inventor).

7. How Would You Move Mount Fuji? Microsoft's Cult of the Puzzle - How the World's Smartest Company Selects the Most Creative Thinkers, William Poundstone, Little, Brown & Co.: Puzzle-book author explains method behind tech behemoth's madness and calls for a new approach to job interview questions.

8. The Big Bing: Black Holes of Time Management, Gaseous Executive Bodies, Exploding Careers , and Other Theories on the Origins of the Business Universe, Stanley Bing, HarperBusiness: Writings and advice from alter ego of CBS exec Gil Schwartz on bosses from hell and corporate culture.

9. Lessons from a Chief Marketing Officer, Brad Kirk, McGraw-Hill Trade: One staffer calls this a marketing book that is "not a self-serving piece of crap."

10. And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All, Bob Garfield, McGraw-Hill Trade: Well, we had to, didn't we? You may love him, or you may loathe him. We have to work with him.

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