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Andy Beal - Offline advertisers will no longer be content to be told that their radio ad will be heard by a potential audience size or demographic. Instead, they'll come to expect detailed reports and accountability. They'll want to know how effective the radio ad was and whether it resulted in new business. The same level of accountability that search marketers have been held to will now apply to traditional advertising. Expect the skills learned by those search marketers to be in very high demand.

Offline advertisers will no longer be content to be told that their radio ad will be heard by a potential audience size or demographic. Instead, they'll come to expect detailed reports and accountability. They'll want to know how effective the radio ad was and whether it resulted in new business. The same level of accountability that search marketers have been held to will now apply to traditional advertising. Expect the skills learned by those search marketers to be in very high demand.

Andy Beal
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Andre Levchenko - You could think of the TNF molecule, which sounds the alarm, as a very weak radio transmitter. It moves very slowly as it carries its warning message to neighboring cells, so it is unable to send that message over long distances. However, we discovered that the cellular pathways that pick up this signal act like extremely sensitive radio receivers. They can pick up the alarm message from exposure to even a very small amount of TNF. This turns out to be a very smart strategy on the part of the cells.

You could think of the TNF molecule, which sounds the alarm, as a very weak radio transmitter. It moves very slowly as it carries its warning message to neighboring cells, so it is unable to send that message over long distances. However, we discovered that the cellular pathways that pick up this signal act like extremely sensitive radio receivers. They can pick up the alarm message from exposure to even a very small amount of TNF. This turns out to be a very smart strategy on the part of the cells.

Andre Levchenko
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