• by Joe Mandese  @mp_joemandese, March 4, 2009

The IAB’s Joe Lazlo invoked the old Wannamaker whine (“I know that half my advertising dollars are wasted, I just don’t know which half”) in a new and visceral way for the Four As media conference audience.

“It’s always been a joke” for people in the business, Lazlo said, adding that timing is everything in joke-telling, or in sharing industry parables.

“At this particular economic moment, that half that is wasted has suddenly become very important,” he quipped.