Covering the industry for a varied audience of planners and buyers, we often wonder about the actual level of technological sophistication out there. Just how do you go about doing your business—and by you, we mean you personally as well as your company. On a continuum beginning with the pre-PC era of faxes and phones, through the desktop, Internet, and wireless revolutions, where do you fall? To get real answers, we asked a few of the media buyers and planners we met at the recent @dTech show in New York. We invite you to add your thoughts to the discussion …

BURST! Media (www.burstmedia.com) was founded in 1995 by Jarvis Coffin and Robert Hanna, who have more than 20 years of media experience between them. In five years, the network has gone from one that few people knew about to ranking in the top 15 by monthly impressions. But according to Biff Burns, vp of marketing, BURST! has remained true to their original objective: “To offer specialty content web publishers on the Internet.” One thing that makes BURST! stand out from other advertising networks (besides having its name in all capital letters with an exclamation point) is its categorization structure: …

James Cramer’s TheStreet.com column a few weeks back struck a dissonant cord even with this web optimist. “Here’s a column that advertising agencies don’t want you to read,” he began. “Web advertising works, IF you want people to go to the web. Television advertising does nothing for the web.” Cramer went on to say, “radio works much better than television for the web because people who listen to the radio—other than in their cars—are often on their computers. You have to turn your TV off to go to the computer, so the synergies there really suck. Radio works better …

The topic is measurement— the methodologies and technologies media buyers and planners use to track their clients’ success. And Tom Hespos, head of interactive media at Mezzina Brown and Partners, leads the discussion. Media Magazine invites you to add your thoughts by visiting www.mediapost.com/sparkdebate. Media: What are some of the newest and best methods you are using to measure the success of online campaigns for your clients? Jason Oates, director of media and strategic partnerships, iballs, a subsidiary of Avenue A: We’ve been concentrating our efforts on getting as many attitudinal and behavioral measurements as possible. We’ve been …