Advertisers Try To Adapt To The New Consumer

Great find from Martina at Adverblog Consumers are in control: what's the future?

From Adage.com Seriousness of changing consumption patterns

The trend, which was until recently little more than a novel notion, has now taken hold with a vengeance as the Internet, digital video recorders, DVDs, satellite radio, iPods, podcasting and other technologies enable millions to control when and how they access -- or avoid -- entertainment content and the advertising that supports it.

But all acknowledged, in some way, that they've got to respond to what is a sea change in the relationship between consumers and marketing and media companies