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In a blog titled "Everybody knows everything", Seth Godin wrote: "William Goldman famously pointed out that before Hollywood releases a picture, nobody knows anything about how it's going to do. It's such a black art that there are no real clues, yet every self-important exec acts as though he's an expert. It is easy to pretend expertise when there's no data to contradict you. The internet and the connected economy turn much of that on its head. Now, in many fields, you have to assume that everyone knows (or can easily know) everything. Relying on the ignorance of a motivated audience isn't a long-term strategy." So it is with the book you are reading. A few years ago, it would have been easy for me to pretend expertise. In today's world, that route is closed; every reader of this book is well-informed on what is happening in advertising in India. We will all find agreement on the general trends I focus on; where we might disagree are the nuances. What I hope this book achieves is that it provokes debates and discussions on the nuances. Come. Disagree with me. So that advertising in India can be the richer as a result of the disagreements. About the Author ANANT RANGASWAMI 52, was, till May 2011, the editor of Campaign India magazine, of which he was also the founding editor. Campaign India is now arguably Indias most respected publication in the advertising and media space in India. Anant has over 20 years of experience in media and advertising. He began in Madras as assistant manager for STAR TV, moving on as regional manager, South, for Sonys SET and next as chief manager at BCCLs Times Television and Times FM. He then moved to advertising, rising to the post of associate vice president at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign Indias competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the Sidelines, a collection of editorials written for Campaign India. Currently, he is senior editor at Firstpost.com, Indias first, largest and most influential digital newspaper and consults in the marketing space. He occasionally writes posts for The Economist Groups Lean Back 2.0. blog.