ABANDONING MADISON AVENUE: THE RELOCATION OF ADVERTISING SERVICES IN NEW YORK CITY

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Abstract
This paper contributes to the literature on global cities by exploring the locational dynamics of advertising agencies in New York City. Like other cultural products industries, advertising agencies occupy dense agglomeration complexes and engage in multiple relationships of exchange with other industries. However, while historically concentrated around Madison Avenue, there have been significant changes in the location of advertising services in the 1980s and 1990s. Shifts in the geography of advertising are tied to a number of factors, including the trans-nationalization of agencies, which has led to financial pressures and a desire to cut real estate costs. The globalization of agencies has also fueled the need for improved access to telecommunication technologies. This has motivated agencies to abandon older buildings in search of newer real estate developments. Finally, the increased demand for creativity has been central to changes in the spatiality of advertising. Locational shifts have not diminished the importance of place, however. Centripetal forces continue to keep advertising firms clustered in dense spaces.

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