March 22nd, 2012

After ‘Mad Men’ Drought, Hoping to Slake a Thirst

By Stuart Elliott
The New York Times

A SECOND kind of March Madness is affecting Madison Avenue as marketers, agencies and media companies scramble to capitalize on the hoopla over the return of “Mad Men.”

The fifth season of “Mad Men,” the drama series about advertising and America in the 1960s, is to begin on the AMC cable channel on Sunday. It has been 17 months since the final episode of Season 4, and that hiatus — twice as long as usual — has whetted the appetites of fans and those hoping to entice them to buy magazines, books, clothing, cosmetics, jewelry and other merchandise.

“One of my operating strategies for new products is always try to find a way to ride in on something hot,” said Steve Eisner, who led Eisner Communications in Baltimore until it closed in 2006 and has published a novel, “The MineFields,” about the ad business during the last three decades.

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