of the dialogue while adhering to fuzzy, and in many cases, yettobedefined regulatory guide lines. (One of those kinks.) Another hurdle to overcome is developing some type of mea surement tool to satisfy those charged with evaluating ROI. (Yet, another kink.) And before the pixels on their avatars have had time to become fully formed, marketers now have to contend with the next cyber wave: Web 3.0. According to Manhattan Research, the same way Web 2.0 is an evolu tion from the first generation of the Web, the next generation will simply be a more power ful extension of all the content, services, and applications being used today. These analysts say there are a couple of key attributes that will drive the next Web genera tion. One key trend that is becoming a reality is that of the “intelligent Web” — an online channel that literally works for the user. This next phase of the Web will be defined by fea tures, such as smarter and more relevant search engines, syndicated push feeds, “mash ups” that enable users to pull together content and resources from numerous online sites and services into an aggregated personal view (or widgets) — all pointing to an emerging artificial intelligence. We look forward to the coming year and to covering all of the facets of this evolving area of advertising and marketing. Who knows where technology will take us next and who will be on board? I’ll never say never again. Taren Grom Editor A brave new world hat a difference a year can make. When we published the View on Adver tising last year, Web 2.0 was but a glimmer in some marketers’ eyes. Today, usergenerated content, blogs, Pod casts, and social networking are being talked about as viable parts of the advertising/pro motional mix. All of the kinks may not be worked out yet, but most experts concur that the industry must take stock of what is happening in the consumer world if they are to carve out a slice for themselves in cyber space. Back in September 2006, an advertising executive from Sudler & Hennessey’s interac tive agency Avenue eHealth Strategies, spoke about how social networking has become a major force driving media to reinvent itself.This new model requires agencies and clients to forge new relationships. I must admit that when I first heard tales of social networking activities as an extension of a DTC strategy I was extremely skeptical. In fact, I said, “Never going to happen; pharma is far too conservative; their legal departments will never go for it.” Well, was wrong.And wrong in a big way. As part of our annual survey for the VIEW on Advertising, we asked our readers whether they are using Web 2.0 as part of their adver tising/marketing strategy: 42% of you reported yes, you were in fact using these online tactics. (Last year, the question wasn’t even on the table.) And you intrepid marketers are using/developing interactive Websites, Pod casts, videos, social networking sites, RSS feeds, widgets, and professional and consumer wikis. Of the advertising media options detailed in our annual survey — journal, DTC, and online — online is the only medium where spending is not expected to decrease in the coming year. In fact, respondents indicated overwhelmingly that they expect to increase their advertising budgets for online uses. (For full survey results, please turn to page 8.) It’s become fairly clear that brand teams want their voices heard in new ways.The chal lenge remains how to become a credible part W PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh EDITORS Carolyn Gretton Denise Myshko Kim Ribbink DESIGN ASSOCIATE Cathy Liszewski NATIONAL ACCOUNT MANAGERS Cathy Tracy SALES REPRESENTATIVE Kate Guerrierro Copyright 2008 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Six, Number One VIEW is published as a special issue to Pharma VOICE, which is published monthly except August and December, by PharmaLinx LLC, P.O. Box 327, Titusville, NJ 08560. Periodicals postage paid at Titusville, NJ 08560 and additional mailing offices. Postmaster: Send address changes to PharmaVOICE, P.O. Box 292345, Kettering, OH 454290345. VIEW and PharmaVOICE Coverage and Distribution: Domestic subscriptions are available at $190 for one year (10 issues plus VIEWs). Foreign subscriptions: 10 issues plus VIEWs US$360. Contact PharmaLinx at P.O. Box 327, Titusville, NJ 08560. Call us at 609.730.0196 or FAX your order to 609.730.0197. Contributions: The VIEW and PharmaVOICE are not responsible for unsolicited contributions of any type. Unless otherwise agreed in writing, The VIEW and PharmaVOICE retain all rights on material published in The VIEW and PharmaVOICE for a period of six months after publication and reprint rights after that period expires. Email: [email protected]. Change of address: Please allow six weeks for a change of address. Send your new address along with your sub scription label to PharmaVOICE, P.O. Box 292345, Kettering, OH 454290345. Call us at 800.607.4410 or FAX your change to 937.890.0221. Email: [email protected]. IMPORTANT NOTICE: The post office will not forward copies of this magazine. The VIEW and PharmaVOICE are not responsible for replacing undelivered copies due to lack of or late notification of address change Advertising in VIEW or PharmaVOICE: To advertise in a VIEW or PharmaVOICE please contact our Advertis ing Department at P.O. Box 327, Titusville, NJ 08560, or telephone us at 609.730.0196. Email: lbanket@phar mavoice.com. www.pharmavoice.com Volume 6 . Number 1 Send your letters to feedback@pharma linx.com. Please include your name, title, company, and business phone number. Let ters chosen for publication may be edited for length and clarity. All submissions become the property of PharmaLinx LLC. Letters VIEW ON ADVERTISING A SUPPORTING PUBLICATIONTO PHARMAVOICE Taren Grom Hold on to your motherboards, it looks like Web 2.0 is just the tip of the Internet. LETTER FROMTHE EDITOR 3 VIEW on Advertising Ma r ch 20 08 0308 pvvv FORUM Proofs 3/19/08 6:16 PM Page 3

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