What are the new media youre referring to?
A. Im talking about the advent of a more accurate and less expensive media. I think the two other screens the computer screen and the mobile phone screen are becoming increasingly more potent. In fact, several media, such as in-store retail advertising or even gaming technologies, are going through the same phase that television did 20 years ago. No one believed that television would take over and provide competition to print. Similarly, right now, no one can fathom how important the new media will become in the future. I believe that the way forward is in more focused solutions. If one can reach 50 people to whom one wants to talk on the Internet with a three minute commercial, its much better than using a 30-second ad on television to reach 5,000 people, out of which 4,500 people dont need to be addressed anyway. Think of the wastage in advertising that well be avoiding.
