The record labels used to spend money on advertising, and social media has replaced that entirely - it's putting magazines out of business. It's put big companies into completely reinventing their strategies.
Marketing has taken such a complete shift, thanks to the internet.
The advertising industry needs to keep evolving.
What needs to change is the nature of advertising itself. That business hasn't really evolved since the days of Don Draper.
A lot of the ways of advertising a book - the cover, whether somebody sees it on a subway or sees it in a bookstore - those things are going to rapidly diminish as we move to an electronic model.
Books marketing has moved from the review culture to a preview culture.
And also, as a consumer now, it's weird that when I used to go to a book signing I would leave with a stack of pamphlets people had made to show off their work, and now I just leave with business cards where people have the URL to their websites.
The traditional model for selling an album isn't the only way of doing things.
Ostersund has marketed itself as a winter city. But that's changing now, with the success of the football team.
I remember in the old days, when we were promoting a show, we'd be out taping flyers to high-school lockers. Now you just announce the show online, and it's a full house.
