elephant is no longer going to do book or fashion or product reviews for businesses who choose to advertise solely with ad networks.

Are you a LOHAS business? Then spent some of your ad/sponsorship dollars on web sites and publications that bother to cover eco, social issues and do product reviews. You may save money in the short term by working with The Man, but in the long term you’ll be guaranteeing yourself less and less coverage because fewer and fewer media orgs and web sites will be in business (this is one reason why elephant, barely in biz, was able to frankly dominate coverage of Natural Products Expo West this year).