I tend to be a little cautious of people using words or phrases that end in “2.0.”  However, I recently discovered a terrific whitepaper, by Paul Beelen, entitled “Advertising 2.0”.  It explores the future of mass media and the role of technology in media, marketing and advertising.  “Role of technology?!?” – please, don’t let that scare you (or, put you to sleep).  What’s refreshing is its accessibility, tone, and brevity.  (Icing on the cake, given my day job, is that it’s also available in Spanish, as is his web site.)  Beelen, a blogger based in Chile, has you engaged right from the start.  The media landscape is changing, perhaps faster and more profoundly than most of us could have ever imagined pre or post-bubble. So, if you’re involved in any form of advertising/marketing or work for an ad agency, it’s a great read.