Breaking Up America : Advertisers and the New Media World

Rating:
Summary: This book rocks.
Review: Great book. Actually, it was recommended by Amazon as I was unfamiliar with the author, but very interested in the topic. If you are in media, communications or marketing this book analyzes the industry in a very granular way - like looking under the hood. However, Turow does not get so lost in detail, he brings the big picture into focus suggesting the cultural implications of market segmentation, database marketing, media audience packaging and the rise of niche content media like cable TV, magazines and of course the Internet. Transient echoes of Marshall MacLuhan and Tony Shwartz's concept of narcissism. There's passive reference to Peppers & Rodgers concept of image tribes - what happens when everyone's information and entertainment is personalized or filtered by agents, i.e. media effectively throwing up a mirror? Great for marketers, but it does have major socio-political implications. Turow has done a great deal of primary research interviewing people from all aspects of the business. 100% all beef.