interstitial ads, those awful full web page in betweens, trying to establish traditional advertising in a new media, and it's this square peg round hole mentality that's a perfect picture. always go with what's working. milk cash cows for everything they're worth. profit seekers. always. maximize, increase profitability, decrease costs, expenditures, but need pig pictures, need to take step backs and look at the forest, to see if it's getting knocked down and roads and highways being put in or small towns or suburbia and strip malls or dense urban centers, or downloadable media and user generated content. inertia is an awful concept, too true, too powerful. but too easy, too lightweight to float on the winds of change and you get blown away, carried hither and fro by the gentlest and slightest changes in barometric pressures. finding the balance, the niche, the path.