Yeah, I know, you've heard this a thousand times. But are you listening? Are you hearing?Now more than ever – with the economy crimping budgets, the number of strategic options exponentially growing and the demand for measurable results ever increasing – testing is mandatory.And yet...Marketers continue to invest meaningful dollars into campaigns they are uncertain will work when they could just as easily test them first.

Is mass media advertising dead?  Are there so many targeted options that I shouldn’t use it?  Conversely, is mass media so splintered and difficult to measure that I shouldn’t use it?  (e.g.

NEWS ALERTAd Age reported today the results of a Forrester survey revealing that time spent online has leveled off at an average of 12 hours per week.Meanwhile, back at the ranch...Nielsen Media Research reported last November the average American watches 142 hours of TV in a month.

Heck… who wouldn’t for $928 million? I honestly don’t see Zappos Chief Executive Tony Hsieh living high on the hog though. I saw a story a while back that he only made $30,000 a year and doesn’t believe in sitting in a posh executive office.

One of my co-workers is looking for some top bloggers on health products, health supplements, fitness, etc. The plan is to send free product to bloggers to talk about the product…  have any tips?

The Nielson Co. reported this week that the average U.S. home now has more TVs than people - 2.86/household to be precise. That's a lot of TVs. According to the same reports, more than 114 million homes in the U.S.