Thanks to Chris O'Hara for his excellent article on ClickZ today. He covers it very well on the upcoming transition for brands - to think of their media buying in terms of their brand audience, not their media audience. This is a monumental change for brand marketing, but is inevitable. Digital is already leading charge on this transition. Soon other media will have to start offering this as well to gain parity and compete effectively with digital. If you are interested in more, be sure to check Chris' Data Management paper at eConsultancy.