Madison And Vine

Scott Donaton, editor of Advertising Age, coined the phrase Madison & Vine for the meeting point of advertising and entertainment, and he argues that the two industries must merge in order to survive. He points to falling CD sales and the splintering of network television audiences as signs that both business models are cracking, while new technology hands consumers more control. His answer is partnership built on joining content with commerce. Donaton sets out what stands in the way, including mutual distrust, clashing agendas and creative disputes, and tells the inside stories of several prominent alliances of this kind. The book came out in 2004.

Bogdana Butnar, head of strategy at Poke, included it on her Ultimate Books to Read list of advertising books.