NIKE has been no slouch when it comes to using nontraditional media to help sell shoes and athletic apparel.

"First Amendment doctrine," Justice Stanley Mosk wrote for a unanimous court, "does not disfavor nontraditional media of expression."

Now, there is a growing interest in nontraditional media, including the Internet.

In the last year, newspapers have cut jobs, their circulation has fallen and readers have continued to drift to the Internet and other nontraditional media.

There are no television ads, but rather a mix of print, outdoor posters and even messages plastered on nontraditional media like dry cleaning bags.

The prolific growth of nontraditional media and alternative media choices "is not new news, nor necessarily good news, for advertising agencies," Mr. Crull added.

CAN an affable 30-year-old conceptual artist turned comedian sell cars to his generation by using nontraditional media like blogs and Webisodes?

The pool was swelled by legions of journalists who no longer have steady work, and by people from the growing nontraditional media.

The makeup of the target audience helped determine the media strategy for the campaign, meaning that Traditional Home would deliver its pitch through the nontraditional media.

So the company has decided to move 30 percent of its estimated ad budget of $1 billion a year to nontraditional media, with 15 percent going to online.