That could lead to all kinds of advertising insights," even though it could just be a coincidence (Baker 2008, p.3). The result could be a cutting-edge campaign for a rental car company stressing romance and danger, rather than safety and budget-conscious effectiveness.

No company wishes to miss out on the next new marketing trend, and all want to find the next 'hot' new connection between two seemingly discordant interests or types of behaviors. One idiosyncratic, accidental click or glance is meaningless, but being able to keep track of large amounts of data makes such decisions is significant for market researchers, as a consistent pattern can be drawn. And the blog world of online journalism is an even more willing source of "unfiltered immediacy" for marketers, who can track what types of blogs generate the largest amount of traffic for specific types of ads. Blogs are especially useful because marketers can...
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