While flying between the coasts the other day, I noticed a new day had dawned in the pages of Business Week. As I leafed through the stories of the management technique du jour, the latest surefire technology, the profiles of the oversized egos and their accompanying oversized compensation packages, something jumped out at me. In full page ad after full page ad, I saw headlines, features or references to business intelligence (BI). I saved the issue and later counted the BI references.

There were seven full-page, full-color ads touting BI. I can't imagine what the full page ad costs are for a national mainstream business publication; however, in any case, it was a tremendous amount of investment and exposure, all dedicated to a market space that was seeking an identity not that long ago.

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