This is an excerpt from a member-only article. To read the article in its entirety, please login or subscribe.

It is safe to say that since the dawn of the new millennium, there is more going on in new media than ever before. Blogs, vlogs, podcasts, vcasts, user-generated content, mobile marketing, social networking sites, and virtual communities all represent recent developments that are affecting the marketing landscape with new, "sexy" ways to reach consumers. This deluge comes on the heels of increasing fragmentation and some associated erosion in the use of traditional media-television, radio, newspapers, etc.-further complicating an already muddied landscape.