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Penguin: Adult Hardcover & Trade Paperback Summer 2019

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Frenemies
The Epic Disruption of the Ad Business (and Everything Else)
By (author): Ken Auletta
9780735220881 Paperback, Trade English General Trade SOCIAL SCIENCE / Media Studies Jun 04, 2019
$23.00 CAD
Active 5.46 x 8.41 x 0.81 in 384 pages Penguin Two Penguin Books
An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of Googled

Advertising and marketing touches on every corner of our lives, and the industry is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. But of all the industries wracked by change in the digital age, few have been turned on their heads as dramatically as this one. Mad Men are turning into Math Men (and women—though too few), an instinctual art is transforming into a science, and we are a long way from the days of Don Draper.

Frenemies is Ken Auletta’s reckoning with an industry under existential assault. He enters the rooms of the ad world’s most important players, meeting the old guard as well as new powers and power brokers, investigating their perspectives. It’s essential reading, not simply because of what it reveals about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing—revenue that is in peril in the face of technological changes and the fraying trust between the industry’s key players.

ICONIC AUTHOR WITH A BEST-SELLING TRACK IN THIS SPACE: Auletta is renowned for his perch at the New Yorker writing “The Annals of Communication,” which covers the intersection of media and tech.

FASCINATING PEEK INTO AD INDUSTRY: Auletta’s access is unparalleled, and he conducted more than 450 interviews in the course of his research. The industry turmoil he describes has important ramifications, but it’s also fun and readable.

HUGE BUILT-IN CONSTITUENCY: Almost a million people work in advertising and marketing in the US alone, and Ken was given extraordinary access by some of the industry’s biggest names. As one industry blog said of Frenemies, “If you’re in the business, it really is a must read. So expense it!”

Ken Auletta has written the “Annals of Communications” column and profiles for The New Yorker since 1992. He is the author of eleven books, including Three Blind Mice, Greed and Glory on Wall Street, World War 3.0, and Googled. In naming him America’s premier media critic, the Columbia Journalism Review said, “No other reporter has covered the new communications revolution as thoroughly as has Auletta.”

Author Residence: New York, NY

Marketing: Social media outreach and promotions

Outreach to business and advertising communities



Publicity: Radio and podcast interviews

Tie-in to author’s lecture schedule

Praise for Frenemies

“This riveting book shows again why Auletta is the premier reporter of our era on the fascinating and ever-changing worlds of communications and media.” —Walter Isaacson

“Ken Auletta is a wizard at deconstructing the advertising business of yesterday today and tomorrow. If you’re in or interested in media, toss this book at your peril.” —Barry Diller

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