The cover story, Marketing 2.0, begins by quoting Alan Hallberg, Cisco's senior director of worldwide advertising and demand generation:
Advertisers, he says, have to learn to "rejig themselves when the audience is on stage and you're in the audience."
The rest of the story gets progressively duller. You can read it here if you want, but I mainly wanted you to think about that dog/cat image. It's great shorthand for approaching today's web-media shifts.
Consumers have been getting harder to reach for decades. Now marketers are finally realizing that not only do they have minds of their own, they expect to be heard, too.