"Fish where the fish are." The adage makes abundant sense; not even Hemingway's never-give-up Old Man of the Sea would have caught his dream fish if he had been fishing in his bath.

More people than ever are online - so market to them online. This is why organisations such as MySpace, YouTube, etribes and similar major portals are so attractive to the big platform companies. These portals represent the channels that really matter to the customers of the new world.