Some of the latest news in advertising and marketing proves that the business is a study in contrasts. In this tech-savvy era of split-second attention spans, forward thinking is an absolute essential. On the other hand, some of the tried-and-true maxims of marketing still hold true.

Is that a David Bowie making a web on your porch? Probably not, as he’s indigenous to Malaysia.

If you’re confused, you missed the story on German arachnid expert Peter Jager, who named his most recent discovery Heteropoda davidbowie, after the rock icon who brought us Ziggy Stardust and the Spiders from Mars.

Jager has intentionally given the arachnid an attention-getting name in the hopes of drawing public awareness to endangered spider species. It’s working. The Heteropoda davidbowie scored an article in the LA Times and several other media outlets. When was the last time you read about an arachnid expert?

Jager is not just a scientist, but a master marketer.

Microblogging service Twitter, which many businesses are now taking advantage of as a powerful and simple ad tool, may soon start carrying ads. A recent change to the terms of service opens the door for targeted ads to appear on users’ pages.

Twitter reached 44.5 million unique visitors last June, proving that the possibilities for reaping ad-generated revenue are through the roof.

It’s not just Twitter that’s evolving. A recent article in the UK’s Guardian profiles media owner Vice. Says the Guardian, “A new breed of agency is not just making ads, but creating ready meals, signing bands and blurring the boundaries.” They mention Vice’s “global network of writers, photographers, designers and artists.” (Hmm, sounds familiar.)

But, at the same time that marketing ideas are catapulting into the future, there’s something to be said for continuing the use of traditional mediums, too. In a recent USA Today column , business expert Steve Strauss emphasizes the importance of newspaper ads at a time when many are saying the medium is losing ground.

Strauss shows that for specific types of advertisers, newspapers can be an integral part of their ad campaign, especially to reach niche markets. Says Strauss, “62% of those with postgraduate degrees said they read a newspaper in an average week.” Newspaper readers also tend to be more affluent these days.

Addressing the issue of fewer readers, Strauss says there’s an upside. Less ads means that yours stands out even more.

“In addition, lower circulation means that the people who do read the paper are more committed to it and more likely to read it closely. Moreover, since these discerning readers tend to have more disposable income, that means they make better potential customers.”

It can be difficult to strike the balance between progressive thinking and time-honored sensibility. Oozil is up to the challenge. Are you forward-thinking enough to recognize it?

By Elizabeth Kelly