In a fix over ad MIX

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After 2002's mixed signals in the interactive world, 2003 could be positioned as a comeback year in which traditional marketers began to pony up additional online dollars to the media mix.

Evidence of this was last month's news of Yahoo!'s earnings rising on the strength of online advertising, including sponsored search. Advertising Age recently gathered online marketers, agency executives and Web publishers to discuss the issues facing the medium: Bill Lamar, senior VP-chief marketing officer, U.S., at McDonald's USA; Gordon Paddison, exec VP of New Line Cinema's integrated marketing unit; Tim Bennett, director- marketing programs, Subaru of America; David Cohen, senior VP-interactive media director at Interpublic Group of Cos.' Universal McCann Interactive; Rishad Tobaccowala, president of Publicis Groupe's Starcom MediaVest Group I.P. and exec VP of Starcom MediaVest; John Skipper, exec VP at Walt Disney Co.'s ESPN; and Paul Iaffaldano, chief revenue officer at An edited transcript of the discussion led by reporter Tobi Elkin follows on Page S-2.

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