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	Catalyst of Change Trendmarker Download Article Arguably, the emergence of the DVR has been the catalyst to the greatest soul-searching exercise of the ad industry in the last decade. This severe shift in the media world reminds us that the consumer is simply not waiting there to see our advertising. We have to seek ways to involve her and engage him in a way that they will tacitly welcome our advertising or, at the very least, be warmly tolerant of it. Click here to read the full Trendmarker report about the affects of DVR on advertising.