Well, they've almost got it. Not quite--but you can feel a hint of optimism in this, if you're a "the glass is half full" kinda guy. Today's Business 2.0 features an article called Looking for Better Results, Some Advertisers Head to Niche Sites. The article touches (barely) on why companies' are missing the boat by targeting their ad dollars macromedia style.

The article plugs Performics, a chicago-based pay-for-performance online ad agency, and its marketing VP Kate Bergin, who has this to say about why companies should reconsider buying ads on big portals.

"Our clients don't like to leave money on the table," Bergin says. "We're convinced that there's much more opportunity beyond the major portals. We look deep into the top 200 for it."

Okay, so they don't have it quite right yet. A) quit with the fucking ads. B) redefine what you mean by niche. (or better yet, don't use that word... okay?) and C) "deep into the top 200?" Comeon Kate--take a risk. Think about what you're doing for a living. Read Gonzo. You're heart's in the right place, but you're hanging around with the wrong crowd. Quit that job over at Performics and join our side. We'll show you how deep deep can be.

How did I get here?