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Advertising, ever slightly ashamed, has of late decided that the ultimate measure of intermediate efficacy is earned attention in the form of interactions garnered with NO MEDIA SPEND . Now, don't get me wrong, earning attention is definitely a GOOD THING. Cultural impact in the form of coverage and earned views, is a way to understand the, well, cultural impact of the work. PR is ever more important in a world where everyone can publish, where everyone has an audience. But having a media budget isn't a bad thing.