the traditional advertising economy was built on a tripod of how many people you can reach, how many times you can reach them and then, what it is you have to say. This is an efficiency-based model and, before your eyes totally glaze over, let’s just say it worked until someone threw the damned thing under the media fragmentation express. At which point, of course, it was all reduced to splinters. The recession has only added salt to the fester, by mandating a hypercompetitive stance among formerly cooperative players – creative agencies, brand planners, production companies, media shops – all of whom are fighting for attention in a time when some random Tweeting consumer might have something much more interesting to say in 140-characters than everything you sweated bullets to feature in your million dollar print campaign.