| A Short Advertising & Branding Industry Glossary | i |
| Introduction | 1 |
| How To Use This Book | 3 |
| Chapter 1: Major Trends Affecting the Advertising & Branding Industry | 7 |
| 1) Introduction to the Advertising and Branding Industry | 7 |
| 2) Advertising/PR Agency Consolidation and Globalization | 9 |
| 3) Media Consolidation and Globalization | 11 |
| 4) Overall Advertising Budgets are Slowing, While Online Advertising Remains Strong | 12 |
| 5) Online Advertising Becomes Targeted, Nears 10% of Total U.S. Advertising Market | 12 |
| 6) Google Ventures Beyond Online Advertising | 15 |
| 7) Google Dominates Online Video Advertising | 15 |
| 8) Last Mile Challenges Tumble; Mass Broadband Markets Emerge | 15 |
| 9) Television Attempts to Evolve to Face New Challenges | 16 |
| 10) Video-on-Demand (VOD) and Subscription Video-on-Demand (SVOD) Go Mass Market | 18 |
| 11) DVR Market Evolves/Time-Shifting Hurts Advertisers | 19 |
| 12) Embedded Advertising/Product Placement/Branded Entertainment and Marketing Soar | 20 |
| 13) Consumer Research Evolves to Direct Contact with Individuals/Ads Become Consumer-Generated | 21 |
| 14) Daily Newspapers Combine Online with Print and Launch Weekly Specialty Papers | 22 |
| 15) Billboards Go Digital | 23 |
| 16) Location-Based Services (LBS) and Advertising on Cell Phones Take Hold | 24 |
| 17) Alternative Media Sometimes Work Wonders/Viral Marketing Grows | 25 |
| 18) Branding: Private Label Merchandise Gains Ground | 26 |
| 19) LOHAS- Socially Conscious Consumers Create Challenges and Opportunities for Advertisers and Marketers | 26 |
| 20) Hispanic Market Gets Growing Focus | 27 |
| 21) Ad Market in China Booms | 27 |
| Chapter 2: Advertising Industry Statistics | 29 |
| Advertising & Branding Industry Overview | 30 |
| Top Global Media & Entertainment Companies: 2008 | 31 |
| Advertising Revenue Outlook, U.S.: 2008 | 32 |
| National & Local Advertising Growth, U.S.: 2006-2007 | 33 |
| Estimated Annual U.S. Advertising Expenditures: 2001-2007 | 34 |
| Advertising Expenditure Percent Changes by Product, U.S.: 2006-2007 | 35 |
| Newspaper Publishers: Estimated Sources of Revenue & Expenses, U.S.: 2004-2006 | 36 |
| Magazine Advertising Revenue & Pages for PIB Measured Magazines: 1960-2007 | 37 |
| Magazine Advertising Rate Card Reported Revenue by Classification, U.S.: 2006-2007 | 38 |
| Average Circulation of the Top 25 U.S. ABC Magazines, Through June 2007 | 40 |
| Top 50 Magazine Advertisers, Rate Card Reported Spending: 2007 | 41 |
| Radio Networks, Radio Stations, Television Broadcasting & Cable & Other Subscription Programming: Estimated Sources of Revenue, U.S.: 2004-2006 | 42 |
| Number & Percent of U.S. Households (HH) with TV, Wired Cable, Pay Cable & VCRs: 1975-2008 | 43 |
| Internet Service Providers: Estimated Revenue & Expenses, U.S.: 2004-2006 | 44 |
| Internet Publishing & Broadcasting: Estimated Sources of Revenue & Expenses, U.S.: 2004-2006 | 45 |
| Weekly Internet Advertising Statistics by Industry, Company & Genre, U.S. | 46 |
| Worldwide Advertising Revenue: 1990-2008 | 47 |
| Chapter 3: Advertising & Branding Industry Contacts | |
| Addresses, Telephone Numbers and World Wide Web Sites | 49 |
| Chapter 4: THE ADVERTISING 400: | |
| Who They Are and How They Were Chosen | 71 |
| Industry List, With Codes | 72 |
| Index of Rankings Within Industry Groups | 74 |
| (The firms grouped by industry, and ranked by sales and profits) | |
| Alphabetical Index | 83 |
| Index of Headquarters Location by State | 86 |
| Index of Headquarters Location by Country | 90 |
| Index by Regions of the U.S. Where the Firms Have Locations | 91 |
| Index by Firms with International Operations | 101 |
| Individual Profiles on each of THE ADVERTISING 400 | 105 |
| Additional Indexes | |
| Index of Hot Spots for Advancement for Women/Minorities | 490 |
| Index by Subsidiaries, Brand Names and Affiliations | 492 |