Round 3: Knock Out

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Something fell in the media forest about a month ago. More than 500 people heard it, but the impact will affect thousands of marketing professionals and billions of ad dollars.

What fell was the wall of media planning silos—walls that have historically separated TV from print, from the Internet—a defensive wall that each medium has used in the past to protect its turf and its budget. On April 10, under the banner of the “CrossMedia Forum: Night of the Media Heavyweights—Round 3,” the heads of many media trade associations representing magazines, Internet, outdoor, radio, direct marketing, cable TV, broadcast TV and newspapers spoke not just about their respective strengths, but also of how important it is to integrate with others, especially the Internet.

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