With the recent announcement that ABC will devote its entire Sept. 11, 2002 on air schedule to the events of Sept. 11, 2001, it becomes apparent that networks have thought through their approach to a difficult event.

Greetings. As a media professional you get enough thrown at you on a daily basis. Can't even get in an elevator anymore without the latest stock market numbers nagging you from the corner of the screen. This column will riff on what's happening in the world of the integrated media business. It will equally riff on what's not happening and what should happen in this business. I hope it unsettles your day a little bit, and starts you thinking about new possibilities for advertising and marketing.