Are You Positioned For Permanent Advertising Contraction?
Online Spin
December 7, 2007
By Max Kalehoff
Internet is dynamics. Would you be prepared to changes?
(…)It’s critical to view online advertising not as a safe haven, nor as an advertising subset with solid fundamentals. Online advertising must be viewed as transformative. Sure, online advertising is a bright spot, but it’s really a pervasive entrée to digital media ubiquity. It means all of our silo-plagued concepts of media categories — like Internet, newspaper, television, stuffed into this latest ZenithOptimedia report — will eventually connect and blur onto the digital grid. That will lead us to adopt models based less on media formats and audience proxies, and more on actual people, content, behaviors, receptivity, relationships and performance.
Read the full article: http://blogs.mediapost.com/spin/?p=1188
