The Vanishing Mass Market

by Anthony Bianco, Business Week
12 July 2004

"In the competition for ad dollars, the new digital media -- especially the Internet -- are blessed by two intrinsic advantages over mass media. First, they are interactive. This capability enables marketers to gather reams of invaluable personal information directly from customers and adjust their sales pitch accordingly, in some cases in real time. Second, in part because digital media are interactive they permit a fuller and more precise measuring of advertising's impact. 'Advertisers want to exactly know what they are paying for and what they are getting for it, and you really get metrics on the Web,' says David Verklin, CEO of Carat North America, a media-buying agency. 'Clients really believe in the Web now.'"

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