Every market segment today is challenged to do more with less. That goes for supply chains and inventory to marketing and ad dollars. More than ever, marketing dollars are being spent on online campaigns, for these reasons:

• Better measurability - online generates better statistics and tracking
• With better measurement, you can generate a clear return on investment
• The customers are going online, so you should be going there, too.

On "CBS News Unveils Web Strategy." Television broadcasters have enjoyed continuing streams of revenues from advertising - even increasing streams, even after these are proving less effective for advertisers. Viewership clearly is fractured, no longer just three or four television/video channels. In addition, online everything - Web, new media (video), VoIP, chat, and gaming - are all compelling, non-TV activities that are capturing majorities of some demographic segments (=young males).