||Figures Acknowledgements Chapter 1. Advertising and the new media of mass conversation Chapter 2. From the 'Long Tail' to 'Madison and Vine': trends in advertising and new media Chapter 3. Integrating interactivity: globalization and the gendering of creative advertising Chapter 4. Mobilizing the local: advertising and cell phone industries in China Chapter 5. From conversation to registration: regulating advertising and new media Chapter 6. The future of advertising-funded media Notes References Interviews Index.