Another excellent article, Mr. Roth. Customers have become much more savvy as our marketing technology has evolved. It's no longer the world of the 50s or 60s where Madison Avenue executives could use the old tried and true advertising techniques of Thomas Ogilvy and send perfectly written messages out to the naive masses through the print and broadcast media mix that worked so well for so long.

It's obvious that we've had a paradigm shift, and it's a whole new ball game. It's also apparent that you're on the right track, and your statistics support it.