Who will be the next big players in the BT world? The smart money is on the ISPs. Just consider how BT networks operate. You know the basics.

About 20 advertisers paid CBS as much as $2.6 million for a 30-second spot during Super Bowl XLI - and last year, one search agency in particular was able to capture, track and analyze the fulfillment of their clients' TV spend for less than 1 percent of the cost. Outrider, the St. Louis-based search division of WPP's GroupM, did it for Pizza Hut.

Spanglish isn't just a romantic comedy about a woman and her daughter who emigrate from Mexico for a better life in America. The movie starring Adam Sandler was released in 2004, but it seems marketers have just discovered that mixing messages both in English and Spanish can build bonds with Latinos, which the Pew Hispanic Center pegs at 14 percent of the U.S. adult population.

When you think of finance, hip and cutting-edge design doesn't come to mind. Even the actual banks run by Chase look like they were conjured by the IT guy at General Electric. When the brick and mortars in an industry have all the warmth of an Excel spreadsheet, you don't hold out much hope for the Web presences.

Publishing people - the old school-kind who have thick tortoise-shell spectacles perched on their heads and pencils behind their ears - tend to be slow to accept change.

Remember the thrill of the first RSS feeds? They turned the Web into a giant Cuisinart, slicing and dicing content every which way. Well, tiny Sudbury, Mass.-based FeedBlitz is setting RSS to puree. 

That's the last area of media that comes to mind when you think new technology? It used to be newspapers. But they've caught on, chasing ad dollars and readers onto the Web. Even radio tends to stream.

Let's start with this: There is no such thing as online publishing. The term has such a timeworn, old-world aura to it. But the phrase didn't come into being as we think of it until around the mid-'90s, a full decade after the advent of two-way interactive services. It now seems that it should sit on blocks along that long-abandoned stretch of the Information Superhighway in the mists of Web history, essentially outdated and useless for describing the way the Internet is used today.

Google may dominate search, but when it comes to online display advertising - the kind of branded ad messages that are the bedrock of Madison Avenue - Yahoo is far and away the medium's leader.

You might not always get the ROI you want, but if you try sometimes, you just might find, you get what you need