The future of advertising new media new clients new consumers in the post-television age

Gone are the days of the 15 percent commission on media buys, the three-martini lunch, and 100 million viewers tuning into the same TV show every Tuesday night at nine. The proliferation of new media, escalating competitive pressures, and the emergence of alternate marketing disciplines have transformed the advertising industry. As rapidly as the industry has changed, however, it continues to face new and daunting challenges, and those who wish to survive in this uncertain future had better anticipate these challenges and find ways to overcome them.