Clay. So basically you claim that they're not broadcast?\
Not at all -- I think they _are_ broadcast, by which I mean that the reciprocity in the relationship between the average reader and the advertiser is very low. My mentioning those C(onsumer) P(ackaged) G(oods) campaigns on the Web was to contradict the idea that CPG can't use the Web.
I spoke with one of the orignal Cluetrain authors about this over the weekend, who said roughly "The problem with Gonzo and CPG is: how do you advertise products no one cares about? How do you sell bleach?"