Home is where you hang your @
The focus in the first two editions of this book was primarily on TV advertising. The way TV is watched has been changing since the last edition and not only because of the Internet but also because of the penetration of multiple screens into our everyday lives. Today, many of us not only have our own TV screen but our own personal computer and our own personal mobile-device screen, all of which are increasingly giving us ready access to the world wide web. Even the tradition of family television i.e. gathering together in the living room to watch the TV, is all but gone. 'Such viewing,' one newspaper article noted, 'now seems alien to kids, many of whom have their own TVs, computers and iPods. By the age of six, 33 per cent of American children have TVs in their bedroom.'1
The Internet is the medium of the current millennium. It affects the way we do almost everything. 'We write to our mums by email, we shop and bank online, we find new friends and hang out with them, play games, pursue passions, research products and flex our creative muscles, all via a keyboard.'2
For any brand of any substance today a website is a must. It is perhaps the brand's biggest ad of all and an important part of a brand's image. It also provides a point of contact with potential and existing customers and increasingly it focuses on ways to engage them and use the site to build closer relationships with them.
Having somebody visit your home is a form of traditional hospitality—a conventional and small but significant step towards building a closer relationship with them. Having people visit your website and