According to eMarketer, US alternative media spending has been growing like wildfire over the past few years. Much of this growth comes at the expense of traditional mass media, particularly print. Along with high-tech media, like web and mobile advertising, we’re also seeing strong growth from event sponsorship and promotional marketing, with the promotional products industry showing robust growth for the past few years. The bottom line? I think whether online or offline, targeted marketing is more effective and that’s where the dollars are heading.