While interviewing Synthasite’s Vinny Lingham for this month’s edition of Brainstorm, he ranted about the lunacy of investing in untargeted traditional media. He called marketers who don’t consider online crazy, and said offline media is a trap and a joke. Lingham has vested interests because his business is built on online advertising and giving away free websites as the Trojan horse driving the numbers. Despite this, he makes a telling point.

How many traditional marketers do you know that are on Facebook, Twitter, Digg, Flickr or Zoopy? Having worked in the industry, I know legions of them, but only a handful of these classical marketers are experiencing, or at least experimenting with, social media. There are even some who get their personal assistants to process their mail. Not because it saves time, but because they’re technophobes.