Satellite radio may provide a perfect vehicle for a new generation of direct marketers, according to Jordis Rosenquest, SVP of communications strategy for Targetbase, part of Omnicom Group's Diversified Agency Services division, writes MediaPost (via MediaBuyerPlanner). She says satellite, with its program sponsorships and branded infotainment, is already ad supported although not through traditional 30-second spots.

Satellite radio's interactive quality, Rosenquest says, will open direct channels: "New things are becoming possible." And with sponsorships and branded entertainment, direct marketing need not be intrusive. People associate direct marketing with junk mail, "but with good creative and a good strategy, it doesn't have to be annoying," she says.

With the end of satellite's early-adopter phase, Rosenquest says, new satellite models may be required, including some form of ad support. "Or, alternatively, you can have an internet-style approach with an opt-in, so advertisers could bring you things for categories you are known to prefer."