The Advertising Industry

The advertising industry is dominated by three huge advertising networks, which offer their services throughout the world. Gross income of the three leading agencies is twice as much, as the one of places four to ten.

Table: World's Top 10 Advertising Organizations 1999

(figures in millions of U.S. dollars)

Rank 1999

 Advertising Organization

 Headquarters

 World-Wide Gross Income 1999
1

 Omnicom

New York, USA

 $ 5,743.4
2

 Interpublic Group of Cos.

 New York, USA

 $ 5,079.3
3

 WPP Group

 London, UK

 $ 4,819.3
4

 Havas Advertising

 Levallois-Perret, France

 $ 2,385.1
5

 Dentsu

 Tokyo, Japan

 $ 2,106.8
6

 B Com3 Group

 Chicago, USA

 $ 1,933.8
7

 Young & Rubicam Inc.

 New York, USA

 $ 1,870.1
8

 Grey Advertising

 New York, USA

 $ 1,577.9
9

 True North

 Chicago, USA

 $ 1,489.2
10

 Publicis SA

 Paris, France

 $ 1,434.6


Table: Top 10 Global Marketers 1998

(figures in millions of U.S. dollars)

Rank 1998

 Advertiser

 Headquarters

 World-Wide Media Spending 1998
1

 Procter & Gamble Co.

 Cincinnati (US)

 $ 4,747.6
2

 Unilever

 Rotterdam (NL)/London (UK)

 $ 3,428.5
3

 General Motors Corp.

 Detroit (US)

 $ 3,193.5
4

 Ford Motor Co.

 Darborn (US)

 $ 2,229.5
5

 Philip Morris Cos.

 New York

 $ 1,980.3
6

 Daimler Chrysler

 Stuttgart (GER)/Auburn Hills (US

 $ 1,922.2
7

 Nestle

 Vevey (SUI)

 $ 1,833.0
8

 Toyota Motor Corp.

 Toyota City (JP)

 $ 1,692.4
9

 Sony Corp.

 Tokyo (JP)

 $ 1,337.7
10

 Coca-Cola Co.

 Atlanta (US)

 $ 1,327.3


On the other hand the three biggest advertisers only spend about US$ 2 millions less than places four to ten together. Whereas money spent on advertising in traditional media comes from very diverse categories, companies offering computer hard- and software, peripherals or Internet services mainly pay for on-line advertisements.

Table: Top 10 Internet Advertisers 1998

(figures in millions of U.S. dollars)

Rank 1998

 Advertiser

 Internet Spending 1998

 1998 - 1997 % Change
1

 Microsoft Corp.

 $ 34.9

 9.4
2

 IBM Corp.

 $ 28.5

 58.6
3

 Compaq Computer Corp.

 $ 16.2

 169.8
4

 General Motors Corp.

 $ 12.7

 84.8
5

 Excite

 $ 12.4

 1.5
6

 Infoseek Corp.

 $ 9.3

 22.3
7

 AT&T Corp.

 $ 9.3

 43.5
8

 Ford Motor Co.

 $ 8.6

 46.7
9

 Hewlett-Packard Co.

 $ 8.1

 102.9
10

 Barnes & Noble

 $ 7.6

 280.2


Source: Advertising Age

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Timeline BC

~ 1900 BC: Egyptian writers use non-standard Hieroglyphs in inscriptions of a royal tomb; supposedly this is not the first but the first documented example of written cryptography

1500 an enciphered formula for the production of pottery is done in Mesopotamia

parts of the Hebrew writing of Jeremiah's words are written down in "atbash", which is nothing else than a reverse alphabet and one of the first famous methods of enciphering

4th century Aeneas Tacticus invents a form of beacons, by introducing a sort of water-clock

487 the Spartans introduce the so called "skytale" for sending short secret messages to and from the battle field

170 Polybius develops a system to convert letters into numerical characters, an invention called the Polybius Chequerboard.

50-60 Julius Caesar develops an enciphering method, later called the Caesar Cipher, shifting each letter of the alphabet an amount which is fixed before. Like atbash this is a monoalphabetic substitution.

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Sponsorship Models

With new sponsorship models being developed, even further influence over content from the corporate side can be expected. Co-operating with Barnes & Nobel Booksellers, the bookish e-zine FEED for instance is in part relying on sponsoring. Whenever a specific title is mentioned in the editorial, a link is placed in the margin - under the heading "Commerce" - to an appropriate page on Barnes & Noble. Steve Johnson, editor of FEED, says "We do not take a cut of any merchandise sold through those links.", but admits that the e-zine does indirectly profit from putting those links there.

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codes

an algorithm for bringing a legible message into an illegible form. There has to exist some sort of code book to encode/decode it.

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Donna Haraway

Ever since the publication of her Cyborg Manifesto Donna Haraway has been providing widely received theoretical contributions to the debate around artificial life. In the "Manifesto" she considers the political and social implications of the advent of artificial beings. A radical feminist, Haraway combines in her theoretical approach philosophy, cultural studies and gender studies.

Hyperlink to Donna Haraway: http://www.asahi-net.or.jp/~RF6T-TYFK/haraway.htmlWired Archive interviews with DH: http://www.wired.com/wired/archive//5.02/ffharaway.html?person=donna_haraway&topic_set=wiredpeople

http://www.asahi-net.or.jp/~RF6T-TYFK/haraway...
http://www.wired.com/wired/archive//5.02/ffha...
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plaintext

the original, legible text

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