Whether it is the TV commercial that breaks into our favourite program me or the telemarketing phone call that disrupts a family meal, tradit ional advertising is based on the hope of snaring our attention away f rom whatever we are doing. Seth Godin calls this Interruption Marketin g, and, as companies are discovering, it no longer works. Instead of a nnoying potential customers by interrupting their most coveted commodi ty, time, Permission Marketing offers consumers incentives to voluntar ily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally d ifferent way of thinking about advertising products and services. By r eaching out to only those individuals who have expressed an interest i n learning more about a product, Permission Marketing enables companie s to develop long-term relationships with customers, create trust, bui ld brand awareness, and greatly improve the chances of making a sale.