Whether it is the TV commercial that breaks into our favourite programme o r the telemarketing phone call that disrupts a family meal, traditional advertising is ba sed on the hope of snaring our attention away fr om whatever we are doing. Seth Godin calls this Interruption Marketing, a nd, as companies are discovering, it no longer wo r ks. Instead of annoying potential customers by interrupting their most coveted commodity, time, Permission Marketing offers consumers incentives to voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products a nd services. By reaching out to only those individuals who have expressed an interest in learning mo r e about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build bra nd awareness, a nd greatly improve the chances of making a sale.