Last week, Jim declared in no uncertain terms that the consumer of media is at the heart of every ad vehicle. Be it online or offline, a media vehicle designed exclusively around an advertiser is not a sound practice. It is audience that always has, and always will, matter most. Though most of what he heard from readers regarding his position was positive, some still had questions (and good questions at that) about how audience is identified and what constitutes that audience’s value. Here are some answers.