Do we know where advertising headed?
If you read Sergio Zyman’s book (in 1999), and Al Reis similar treatise in 2002, it was heading for the exit.

But here’s a more tangible way of looking at the future of advertising. The magazine business lost 21% of its ad pages in 2001 and 2002. It remained flat in 2003, and seems to have declined by 2.3% in the first quarter this year.

Companies are rushing to produce the viral ads, distributed –for free—via the Net. Not just a subservient chicken or the BMW car chase ads, but American express, and Toyota. Toyota’s viral ad spend is worth $10 million! Mazda, has asked JWT to create a Web-only ad, and spread it virally through Brit-based viaral and buzz marketing agency, DMC.

Then there is the new use of outdoor ads –as in live billboards. Check this story about the use of an interactive billboard in New York’s Times Square. Must have a cell phone to play!

While you’re at it, check this Adidas use of a ‘live billboard’ format in Tokyo.

What’s going on here? Could it be that we are coming to the realization that “there is no mass in mass media?” (Can you guess who made this Toffler-esque remark recently?)