While enjoying "retirement," Jay Chiat had always kept a close eye on emerging technology, especially developments in new media and the Internet. He personally invested money in four new media companies, one being a small company based in New York City- Screaming Media. (Li, 1999, p. 27) Screaming Media specialized in selling content for large Internet sites that did not have the capabilities nor the budget to generate their own material. Screaming Media had influential clients like Microsoft and America On-Line, however, they were not growing as fast as other Internet companies. (p.27) Enter Jay Chiat.

67 year old Jay Chiat became CEO of Screaming Media earlier this year and quickly turned the company on its ear. Through his contacts, Screaming Media was able to generate almost $40 million in venture capital. (Seo, 1999, p. C1.) This new revenue allowed the company to add staff, lure bigger clients and, of course, redesign stylish new offices. "He’s really one of the only visionaries I’ve ever met," said one strategist at the company. "Jay will tell you he didn’t grow up with the Internet, but he has a clear idea of its potential." (p. C1.)

Chiat looks to helm Screaming Media until 2001, when he believes the company will become profitable. (p. C1) In 2001, Chiat will be 69 years old, an age when most Americans are either enjoying or considering retirement. But given his personality and temperment, retirement doesn't seem to suit Chiat. He may not continue to be a CEO, but it is hard to imagine him not working.

It is the reponsibility of future advertising scholars to determine what exactly is Jay Chiat's legacy. His contributions to the advertising industry are numerous and unquestionable, but it is far too soon to attempt to guess what future generations will consider his final legacy. In the meantime, we can only keep a watchful eye on what surprises he has left in store for an industry that he helped to propel into the 21st Century.