Somewhere we got the idea that aggregating the opinions of people who don’t know what the future holds can provide a clear picture of what the future holds. I am reluctant to add my opinion to the aggregation. There are too many variables and too many unknowns (numbers 1 and 2 on the list being the FDA and Congress) to give a meaningful answer and I don’t really know what difference it makes anyway except, maybe to Rupert Murdock. Except for media moguls we operate in a micro, not macro, world. I am, however, confident that many brands will be doing a lot more with a little less when they start making their DTC communications more targeted, more insightful, more creative, and less dull. Relentless pressure to improve ROI will make this inevitable.