I believe that it is probably a combination of the two. I think that "traditional" forms of advertising have become obsolete because the average consumer is imune to them. I also believe that it is cyclical and that the traditional forms of advertising will work again in the future. With the economy in its current state we as auto dealers must think outside of the box to get the consumers attention and build value in our product at the same time. One of my previous employers actually had their own magazine similar to an auto trader that they dispensed at local bus stops, convienence stores, ect. Not saying that is a great idea but it is out of the box and I think it's going in the right direction.