Marketing has been under intense pressure to substantiate their large budgets. Marketing departments have become more analytical and more reliant on measurable tactics. Consequently, direct marketing and its enabling technologies such as data marts, campaign management and marketing resource management have seen an explosion of interest. The casualty has been advertising and other hard-to-measure marketing tactics. TiVo and other DVR technologies are killing the 30-second spot. The creation of more niche TV channels such as Style, Fine Living, the Travel Network, Home & Garden and a million others have thinly spread ad spending. Newspaper circulation is down. Magazine circulation is down.

Advertising is making a comeback. During the Internet spike, online ads were all the rage and then plummeted due to trivial amounts of revenue per click. However, online ads are starting to deliver on their promise. Online ads are measurable, and good ones are nonintrusive. Online ads are starting to attract more and more clickthroughs and, better yet, more conversions. Online ads are starting to become a portal to new experiences, and key sites such as Yahoo!, Google and Metromix are sold out. The online ad concept is permeating list rental/admail (co-branded email with a customer list provider and an advertiser), paid search, on-demand video, social sites such as MySpace, video games, podcasts and product placements.

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