Send in your Axioms

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I'm looking for media planning axioms - things that are taken as truth or as rules of thumb and have been for years. They're for a piece I'm writing either for the blog or for iMedia. Please submit in comments. Some examples of existing media planning axioms:

"Half the money I spend on advertising is wasted. The trouble is, I do not know which half."

"If you don't have enough budget to be effective, save your money until you do."

"The surest way to overspend on advertising is to not spend enough to do the job properly."

Any such sayings you've come to understand as fundamental truths or rules of thumb within media planning would be greatly appreciated.

Movie Reco

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Go grab the DVD of Apocalypto at your local Wal-Mart or video store or whatever.  Yes, it's gory.  Yes, it's got a really unsatisfying ending.  Yes, Mel Gibson is batshit crazy.  But I think original ideas need to be rewarded in Hollywood, and I've never seen a movie quite like this.

Congrats Eric & Margaret!

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After quite some time on "high alert status," Eric went to the hospital yesterday afternoon, where Margaret delivered a healthy baby girl. As of my phone conversation with Eric last night, they haven't picked a name yet.  The baby's name is Samantha and she weighed in at a healthy 7 lbs. 7.6 oz.Bombard the happy couple with your congratulations by sending e-mail to eric at underscoremarketing.com.