"Hitt: Let me give you a scenario. I’m the somewhat desperate C.E.O. of a company called Jack’s Overalls. We manufacture functional clothes, and in the era of corporate farming, our market is fading. My younger vice presidents are telling me that we need to try new media. So I’m turning to you: Why should I even consider these emerging media? Can’t I just spend my money on old-school, 30-second spots on prime-time television?"
