Jason Biffin, commercial director of e-commerce, Auto Trader

Biffin gave delegates an insight into his experiences in reaching consumers in the publishing sector. He said modern customers need to be able "to compare different products".

Biffin predicted DTV and mobile "would become mainstream promotional channels within the next three to five years." He did not believe traditional methods were on the way out, however. In publishing, magazines have held their own despite the inroads made by new media.

Auto Trader is cleverly using new tools to reach insurance customers with its new ComparetheMarket platform, such as "personal digital assistants (PDAs), mobile phones, BlackBerry devices and MP4s".