No, you didn't accidentally click over to LifeHacker, you're still here at AdJab. But the head-in-the-sand metaphor was, I felt, only fitting for this AdAge story that is supposed to be a "reality check" regarding new media and advertising. It presents a picture of a middle-aged, financially affluent couple who consume a ton of media, almost all of it offline. They read newspapers, they watch TV, but only use the internet for checking breaking news. After that they go right back to their offline media. The question the article poses, then, is why throw all the money at RSS, podcasting and other new media when good folk like this don't even know what RSS is?

BECAUSE THAT'S WHERE THE MONEY WILL BE WHEN THE PEOPLE WHO ARE USING IT NOW HAVE STEADY INCOMES AND ESTABLISHED MEDIA CONSUMPTION HABITS!!!!

I don't think I've ever advocated pulling all ad money out of traditional media and putting it online. On the contrary, I've often positioned new media as a way to make sure you're hitting everyone as part of an inclusive marketing plan. Anyone who has just said to put all ad dollars online is giving bad advice. Not everyone is online, just like not everyone is watching whatever the most popular show on TV is. It's called well-rounded. Look it up. And I know that at the end of the article the writer more or less says this, but it's a half-hearted effort at the very end and, in my opinion, doesn't count.