We're seeing this growing. The strongest part of their influence is on the media: if something online suddenly becomes a story in the local press, then it matters.

Greater demand for online advertising space will help media owners expand their offerings and improve revenue yields from their properties.

In a customer centric media plan, the influence of media to make a purchase becomes a key component to determining the allocations to the various options, as marketers refine their focus on consumers, media planning will require more insights on how consumers behave and less on gross audience estimates.

The media sector has been a bit weak, but there is not one particular influence for why it has been strong today.

Those were the days in this country where H. G. Wells, Bernard Shaw and Conan Doyle could have influence, and that's gone, that's true. But I don't think we have less influence in the hearts and minds of readers. I think, if anything, we have just as much, if not more.

I think they (the media campaigns) have a big influence, especially with the encouragement. Once a smoker makes up their mind that they want to quit, things like that can be very encouraging to help you think that you can do it.