End of the Paper Trail.

The Canadian media buying community checks out electronic data interchange between buyers and broadcasters. In a small, non-descriptor office on Adelaide St. in downtown Toronto, Ad2 Media is quietly going about preserving Canada's forests. By facilitating online negotiations between Canada's media buyers and its TV broadcasters, Ad2 aims to reduce the potential for human error that stems from both parties having to re-key vital information into their respective computer systems, the amount of time needed to broker a broadcast buy and the reams of paper that a typical buy entails. The company is viewed by some in the media buying community as a vital cog in the Canadian advertising industry's burgeoning electronic data interchange movement.