There is a headline on ZDNet right now that says 'Consumers Deleting, Not Reading Spam'.
I kid you not.
The article quotes a DoubleClick report that claims 'the number of consumers deleting junk e-mail without reading it has climbed to 65 percent from last year's 60 percent'.
Does anyone really believe that? 4 out of 10 of your buddies read their spam
? Not even my Mom reads her spam anymore - and that's saying a lot, because she doesn't even know what Yahoo is.
Disinformation like this is part of the reason the marketing industry continues to fail it's entire market - online, branding, TV, print, the lot.
Without decent info, you can't make decent decisions. And when you rely on information-providers like DoubleClick, who are operating under a massive moral hazard - you should at least hedge your bets. Or find new sources of information entirely.