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Back in the old days of advertising, agencies made their money by keeping the 5
percent discount at which they purchased media, after charging clients full price.
The reach of the Internet, that is, the use of this medium by audiences, is larger than all
other media except for television.
An advertisement for Jif peanut butter that compared it to Skippy peanut butter, even if
the information is accurate, would be illegal because it mentions brand-name goods
produced by another firm.
The text points out that magazines can still successfully attract audiences because of
content, and some big advertisers prefer magazine advertising to television advertising.
Digital/interactive agencies are those that have expertise in preparing communications
for new media, such as the Internet, mobile marketing, and interactive television.
