BARONE

Jack Z. Sissors was a professor of media planning and strategy at Northwestern University. He created andedited The Journal of Media Planning and spent many years at Leo Burnett and other top advertising agencies.Roger B. Baron is senior vice president and director of media research at DRAFTFCB, whose clients include SC Johnson, MillerCoors Brewing Company, Boeing Aircraft, State Farm Auto Insurance, Taco Bell, and Merck Pharmaceuticals. He is a former media director and now member of the Media Rating Council, the Market ResearchCouncil, and the Advertising Research Foundation. He lives in Chicago, IL.