End of the line for above the line and below the line and through the line

Or something.

Excellent post on E-Consultancy.com outlining what will be the demise of decades of thinking when it comes to advertising and reach and targeting and process.

Let's not obsess about that line any more. Let's think instead about the line between acquisition and retention.

I think this is a much more meaningful line, and the crossover point is the moment of 'conversion'.

Wonderfully put.

Kevin May, editor, Travolution