If you own a lot of acres but just have a few bags of seed, you might be tempted to spread out what you've got and cover as much territory as you can. Farmers tell me that this is wasteful and time consuming. You end up with less yield and more work.

Marketers face the same dilemma.

The number of media channels available to you keeps growing. The number of places you can spend time and money is almost endless. Yet your budget isn't. Your time certainly isn't.

Some people would have you spend a litt