• by Wayne Friedman , Staff Writer, December 7, 2010

Mike Bloxham, director of insight and research, Center for Media Design, Ball State University & Co-Founder, Media Behavior Institute, in speaking at the Email Insider Summit, notes that email is a connective tissue in the media mix -- even if it doesn't always have the panache.

"There isn't as much glamour in email as in print and TV," he says. "It's very operational." But he says there is nothing wrong with that.

He adds: "No marketing tool should turn people on -- it's what you do with it."

Yet, email is used -- regularly. His research says a wide range of consumers use email anywhere from 20 minutes to 45 minutes a day.