The Media Blur Panel Mark Bennett, Target In-Store Jim Hackett, Parade Magazine Brian McDermott, Clear Channel Dan Sherr, Red Plum Moderated by Don Schultz, Northwestern University

The First Thing I Should Do Is Invite Your Comments on What I Just Presented….. Fair, Foul or Funky?

With That Out of the Way, Lets Get Down to a Realistic Discussion of Media in What The PMA Is Calling: Blurring the Lines

Our Format A 4 minute commentary by each panelist on: What are the primary media issues in todays push and pull marketplace? How do you and your medium fit in this consumer-driven world? What can media firms do to cooperate and coordinate their properties with others for the benefit of both marketers and consumers? Any examples of how this is happening?

Then……. Penetrating questions by the moderator Insightful answers from the panel Challenging discussions with the audience Cheers, bravos and sincere thanks to all

Mark Bennett, Target In-Store 4 minutes

Jim Hackett, Parade Magazine 4 minutes

Brian McDermott, Clear Channel 4 minutes

Dan Sherr Vlassis Red Plum 4 minutes

Don Schultz Ill take about 3 minutes to summarize the comments

Lets Start by Re-Visiting Some of the Issues I Raised in the Keynote

Assuming You Agree with the PMA Premise of Blurring the Lines, What Are You Doing in Your Organization to Help Make That Happen? Question #1

Is Media Consumption a Realistic Way to Think About Media Planning and Buying or Just an Academic Hallucination? Question #2

Can We Really Start with Media Consumption?

If So, How Do You Get Paid? Corollary

16 Heres Where Consumers Live: Holistic Systems Product/Service Social Networks e-commerce Advertising Catalogs DMTV Direct Mail Customer Service How People See Brand Communication How People See Brand Communication Press Coverage Packaging/Displays

Heres Where Marketers Live: Functional Silos Brand Marketing Sales Promotion Sales Promotion Events/ Sponsorships Events/ Sponsorships Direct Mail Direct Mail Public Relations Public Relations Media Advertising Media Advertising Consumers Attitudes Behaviors ? ?

Heres Where Media Live: More Functional Silos Media Management Promotion Merchandising Sales Circulation Content Consumers Attitudes Behaviors ?

What Can Media Do to Help Develop Consumer-Focused Approaches for Marketers and Their Agencies? Question #3

Today, All Media Is Evaluated, Purchased and Measured Separately and Independently Is That the Right Way…. Or, Is There a Better Way? Question #4

Can Old and New Media Co-Exist in an Interactive Marketplace? If Yes, how? If No, who goes away? Question #5

We Hear a Lot About Media Engagement Today….. What Is Media Engagement to You and What Does It Mean for Your Medium Going Forward? Question #6

Lets Bring the Audience Into the Discussion

Lets Get a Final, One-Minute Wrap-up from Each Panelist Mark Bennett – Target In-Store Jim Hackett – Parade Brian McDermott – Clear Channel Dan Sherr - Red Plum

Thanks for Attending…. Go Forth and Blur the Lines!