Symbioticerized

Ok, not a word I know...

BUT

It should be.

Because then maybe more campaigns would remember to provide BALANCE in all of their activities!!!

Por Ejemplo: Rather than debating which is better, TV advertising or Internet... you should perhaps, I don't know, maybe try to use both to reinforce each other.

Media consultants need to stop being dinosaurs and start embracing new technology.

Mail, TV, Print, Radio, AND Internet all working together can be a remarkably efficient way to ensure message unity.

This was partially the main point
Henry Jenkins had in his response to Cass Sunstein's post apocalyptic interpretation of the rise of the machines (Internet).

"Yet, ultimately, he simplifies a much more complex media environment, exaggerating the degree to which "new media" will displace—rather than operate alongside—old media...These two media systems—one broadcast and commercial, the other narrowcast and grassroots—will interact in complex ways. "

Consultants need to blend theory with praxis. Currently it is way too praxis based...this is why many campaigns slip into the same old cycle. "Well we did this in a governors race in 1988 and it worked then, and with the McGovern campaign in 1972 they did this and..."

ITS NOT 1972 anymore! Move on!