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Boxes and rectangles on the side or top of a website simply do not deliver against brand advertising goals. Like it or not, boxes and rectangles have for the most part become the province of direct response advertising, or brand advertising that pays, on average, as if it's driven by direct response metrics.
I got an offer at 'Vogue.' And I desperately wanted to work in magazines. My interest wasn't in fashion, but when you get an offer right out of college for a magazine that big - I decided that it was probably better to start at a big name magazine, even if I wasn't necessarily fascinated with the subject.