Interesting quote from Gayle Troberman, the MSN director of Branded Entertainment from this post by Andrew Lark on BrandShift.
"As the Web becomes more personal, what is the right way for the advertiser to integrate itself into an increasingly personal experience?" asked Gayle Troberman, MSN's director of branded entertainment and experiences team. "Once a user chooses to go to a branded experience -- the advertiser is not just creating an impression, they are creating an advocate."
The fact is that one exposure of a relevant message to an engaged reader/participant in any media is worth many thousands of impressions of irrelevant messages to uninterested parties that don't even take the time to notice the messages that have no value to them.