The communications industry is changing. Goldfish-like attention spans and octopussian multitasking have done to the paid advertising world what video did to the radio star. Million dollar television commercials are being fast-forwarded through, full page print ads are collecting dust on the racks of newsstands and radio jingles, which were always annoying, are now irritating just the small fraction of the population without an iPod or satellite radio. Yes, it is a brave new world we live in. Today’s consumers don’t have time to know what they’re too busy doing and if you want to tell them something you better do it in under 140 characters.

As a company trying to reach these consumers, you have two options. The first is denial (our personal favorite). You can maintain false hope in the old guard of advertising, insisting that it’s the creative that is faltering and not the medium itself, and bounce from agency to agency trying to “fix the problem.”