Allen Rosenshine explains it all

Long-time BBDO chief Allen Rosenshine is one of those people always worth listening to for his ability to float above the down-and-dirty technical aspects of the business and focus on the big picture. Thus, it's worth stopping by this video interview with him at adage.com. Rance Crain plays the interviewer, and he posits the theory that the reason General Motors recently said it would put about a third of its budget into online media was to save money. Not that GM doesn't need to save money, but I think a more accurate way to describe it is that the ROI of digital potentially makes it a better way to spend money.