• by November 28, 2006

Is it possible that another year has gone by? We turn the calendar pages or cross out the numbers each month, and somehow we always end up wondering in December how we made it though another year — where did the time go? Did we do enough to drive change? What’s coming next year?

Ah, yes. We wonder. We wait. But actually, we’re not waiting at all. In this issue, we forecast what will happen in eight key areas of the online industry: e-mail, behavioral marketing, social networking, Web 2.0 applications, search, video, creative, and e-commerce. We also take a look at something we call “the new next” — prospects in digital media and marketing that we don’t even know about yet. (We borrowed “the new next” from OMMA’s sister publication, Media, where it’s the title of a column.)

Our Cross-Media Case Study focuses on Starwood Hotels & Resorts’s new hotel, Aloft, which has a cool Second Life tie-in. And our Markets Focus highlights those incredible heroes, “household CEOs” — otherwise known as moms. Marketers are learning in fits and starts how to gain their trust and attention.

The end of 2006 is special for another reason: It is Jennifer Coleman’s last issue as managing editor of OMMA and Media. In the more than two years she spent with MediaPost, Jennifer became the heart and soul of the magazine operation and my right hand. Of course, I’m left-handed, so I really needed that! She led our editorial and production processes and spearheaded many other projects for the company. Her editorial sensibility, attention to detail, and unfailing good humor buoyed me, our art department, and freelance contributors.

Jennifer is moving on to a new editorial position and will pursue a freelance writing career on the side. We wish her all the best and wish you, dear readers, a wonderful holiday season. 

Tobi Elkin, Editor