Ad Age's Scott Donaton Calls For Change

In his Ad Age column this week, Scott Donaton calls for the re-definition of advertising, the acknowledgement that it's about consumer touch points - not about above the line or below the line tactics, and for an end to the reliance on the :30 commercial and the restrictive measurement system that has been built up around it.

I think many people would agree with Scott's line of thinking including myself. The hard part is breaking old habits and the huge industry those habits have built and make a determined effort to act rather than just talk.