"A study conducted for the American Advertising Federation (AAF) reveals surprising attitudes among leading advertising industry executives regarding current media challenges. While industry leaders are very concerned about new media, most are tentative about its effectiveness. Blogs, podcasts and Web-enabled cell phones are seen as relatively weak advertising vehicles. Of all nontraditional ad tactics, the single-sponsor buyout of media, e.g. Target and The New Yorker, was rated the most effective. However, the share of spending for online advertising (once nontraditional) is expected to continue growing, and there is a more rapid shift predicted toward such advertising than previously expected."