The FT reports today (p. 22) on that topic, and how advertising agencies, notably AOL's Advertising.com are reaping huge market share in the field of bulk ad-delivery or mass-reach advertising.

Audience fragmentation is a real problem for the tradesmen industries (where I work; most are small-budget advertisers), and probably loads of others as well.

Ever since about 2001, when the print-directories (Yellow Pages, Thomsons) finally started to be pushed aside by the nascent online media, the percentage of our media mis-spend has risen dramatically. Allotting the limited advertising funds is a real problem, as is return monitoring.

Could advertising.com overcome this problem for us? Any advice would be appreciated,

Chris