Love the idea of the satellite radio plugin for the IPod. I'm addicted to the IPod and to Sirius, and would love a way to combine the two.

In terms of audience fragmentation, I think this is a prime example of why direct marketing is becoming a better option for many companies, from a cost-benefit standpoint. DR is becoming a huge option for business; combining traditional communication methods with more immediate response mechanisms (i.e. internet, automated response processing, etc)results in strong, measurable returns on a consistently shrinking investment.

As media continues to fragment, it is easier for marketers to narrowcast an advertising message. However, I'm not convinced that consumers respond any differently to ad messages they receive via specialized media than they do with mass media. Conversely, they still respond in greater percentages with mail (in general, of course), and fragmentation lends itself well to a higher quality of consumer information. This leads to better lists and, ultimately, more effective, more immediate DR.

As a marketer, I'd be less apt to run a 26-week flight in a specialized publication or program than I would be to obtain a subscriber list and pull together a single, compelling DR campaign for half the price and a greater return.

The wild card, of course, is YOUR area of expertise - online marketing, where I see a definite separation of the true ad talent from the second-rate crapola. The things you're doing at Underscore are forward-thinking and effective, particularly in comparison with what else is out there. As your available communication vehicles continue to become specialized, your results will continue to increase. I don't think, however, that others will have the same successes that you are - too many people are equating online advertising with broadcast advertising, and are not taking advantage of the benefits that online offers. At the end of the day, online resembles DR much more closely than it does broadcast.

Ultimately, I see companies reinventing their marketing strategy by emphasizing a combination of DR and online, and DE-emphasizing broadcast. In an era of cost-consciousness, and an era of product ubiquity, awareness will finally take a backseat to measurable results.

I can't wait.

-Al