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Former TV producer Charlie Graves, 40, joined shopping mall giant General Growth Properties in 1996 in the position of VP-marketing. Last month he became exec VP of the New York-based National Mall Network, a new consortium of marketing powers at malls. The group, headed by several former advertising agency executives, seeks long-term partnerships with corporations and brands for diverse in-mall marketing efforts.

Insight: Malls offer a powerful forum for reaching a pre-targeted audience on a national or local basis.

Opinion: The mall has become a center for restaurants, entertainment and family leisure time but many marketers still overlook the power of entertainment-driven marketing at malls.

Fact: Teens are a crucial audience for malls. They're the most influential audience of the future for major brands, but many malls have tried to chase them away as loiterers.

Forecast: On-site marketing at malls will be the next wave of direct marketing. But it's more powerful because mall shoppers arrive in a purchase-friendly mood.

Watch for: More advertising agencies to pour research and expertise into mall marketing.

Tip: Malls are like casinos. The more time people spend in them, the more the house wins.

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