CEO to watch: Dan St. John.(Media & Marketing)(St. John & Partners)(Brief Article)(Interview)

[Q] What notable trends do you see in the advertising industry, now and through 2005?

[A] The shift to non-traditional media is picking up momentum. National advertisers expect the balance to shift from 80/20 traditional/non-traditional in 2000 to as much as 20/80 by 2008. This shift cuts across channels and categories. Another key trend is the changing and fracturing of media. On-demand TV and satellite radio threaten the measurability and business model of traditional ad-supported media. The increasing numbers of television channels and programs, TV sets per househol