Is it worth it for AOL to blanket the world with CD-ROMs?Do I think they are irrelevant?
No. Do I think they are under-utilized? Yeah. They could carry a whole lot about a particular sport; they could carry a lot of interesting stuff. Everybody has a ROM drive, so it could become like a free DVD, and the content could become very valuable to people.How should media and creative work together, so that an ad idea is a fully thought-out integrated concept?It’s difficult to make that happen. You go through the review process, and the first thing a consultant says is, “Let’s not ask for media, because the agencies will all come in, and they will make their creative presentation, and then you will get this disconnected media segment of the presentation.” It’s actually very comical that here in a new-business situation, they can’t even make those two things hang together, that the consultants say [to] keep them apart. That’s the agency’s fault, because frankly, the presence is absolutely as important as the message, and the message has to activate the presence. Yet much of the ti
