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David Spark here, reporting for ad:tech at ad:tech NY 2009. I spoke with Pete Blackshaw, EVP of strategic services at Nielsen about the sometimes uneasy relationship between paid (advertising) and earned (blogging and articles) media. I asked how paid advertisers can work better with earned media and Blackshaw said that advertisers need to understand the role that earned media plays with paid media. It can reinforce the message, take it to the next level, change it, or tear it down. http://www.adtechblog.com/46355/