2 0 I predict 13 changes have never been a futurist, and with every passing year my interest in I the future declines. However, my publisher insists that I take a shot at predicting the changes that you, gentle reader, will see in the advertising business. So here goes: 1 The quality of research will improve, and this will generate a bigger corpus of knowledge as to what works and what doesn’t. Creative people will learn to exploit this knowledge, thereby improving their strike rate at the cash register. 2 There will be a renaissance in print advertising. 3 Advertising will contain more information and less hot air. 4 Billboards will be abolished. 5 The clutter of commercials on television and radio will be brought under control. 6 There will be a vast increase in the use of advertising by governments for purposes of education, particularly health education. 7 Advertising will play a part in bringing the population explosion under control. 8 Candidates for political office will stop using dishonest advertising. 9 The quality and efficiency of advertising overseas will continue to improve – at an accelerating rate. More foreign tortoises will overtake the American hare. 10 Several foreign agencies will open offices in the United States, and