Analysis: The challenge for 2005 is finding consumers

12/30/2004 | Wall Street Journal, The

With TV audiences diffuse and fractured, newspaper circulation falling, Web surfers steering clear of pop-up advertising and mobile phone video still in its infancy, marketers realize that despite media's ever-expanding reach, consumers are harder than ever to find. Media buyers are seeking better metering provided by digital cable boxes, geographical targeting on cable and the Web as well as opt-in campaigns that focus on users most interested in a marketer's products.

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Wall Street Journal, The

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