• Ad Age, Wednesday, January 4, 2006 10:45 AM

Advertising Age writer Greg Lindsay has a good piece on the inexorable march toward fully controllable media--that is, media delivered to consumers when, where, and how they want it. The rapid adoption of technologies that allow personalization, time-shifting, and place-shifting is wrecking the familiar media landscape, causing advertisers to reassess how to spend their dollars. "We've become a nation of control freaks, and it's all technology's fault," one professional trend watcher told Lindsay. Also, says Lindsay, keep your eye on the Baby Boomers. Their numbers are huge and so too is their disposable income. The degree to which they decide to join the media revolution--or, alternatively, sit it out--will play a critical role in how quickly advertisers and others redeploy their budgets.

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