Adweek 2000 Media and Technology: From The Editors

For months, members of the Adweek staff debated the idea of producing a special issue that explored the future of the ad business in the next century. Our collective ambivalence was rooted in a deep desire to avoid a subject that many felt was already overblown, overhyped and just plain over.
Frankly, we were reluctant to add to the cliched lists and gratuitous predictions that accompany such an endeavor. Inevitably, we succumbed to the temptation to weigh in–but not before agreeing on a new objective.