The Coming Chaos Scenario —Sherburne

In 2009, both those numbers will drop to zero as the company focuses its efforts on online properties such as Facebook, Spin, Fader and Hulu. While not a huge advertising budget in the whole scheme of things, it is big enough to be a startling and dramatic move for a well-known brand.

According to Garfield, this "dialog with the customer" is the future of everything. In fact, if you wish to survive for long in media, marketing, politics or any other institution accustomed to managing its affairs from the top down, it is the right now of everything. Survival means institutionalizing dialog with all of your potential constituencies and sometimes total strangers for the purpose of market research, product development, customer relationships, corporate image and transactions themselves. The last of those benefits is especially important because, when you sell goods or services, you get money.