Marketing Communications Future:

The Twilight Of Interruption, The Dawn Of Engagement Marketing
Traditional marketing methods are losing their grip on customers at an alarming rate. Trade shows, trade publications and direct mail deliver a fraction of the ROI they did only 2 years ago.
Consumers themselves have changed beyond recognition.

http://www.masternewmedia.org/news/2005/12/01/marketing_communications_future_the_twilight.htm