MARKETING REVOLUTION SWEEPS THE MUSIC BUSINESS

MARKETING REVOLUTION SWEEPS THE MUSIC BUSINESS
An Ad Age Special Report on Music Industry Advertising
July 28, 2003
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By Marc Pollack
CHICAGO (AdAge.com) -- Ravaged by plummeting sales, online piracy and a wide-reaching technological revolution, the music industry is rushing to reinvent the way
it sells its products. And among the areas most impacted by this frantic new quest is virtually every aspect of music-related advertising and marketing.
CD sales plummet
Consumers across all demographics are buying fewer CDs than ever. Sales are down 13% from just two years ago and continue to plummet, with no end in sight.
The industry has pinned the blame for much of the current downturn on Internet file-sharing, illegal downloading and CD-burning. And, despite the promise of "legal" sites like Steve Jobs' much-ballyhooed iTunes Music store, music companies are scrambling to find a solution that will expose and monetize their investments.
Their sense of urgency...