What is interesting about this melange is how quickly one accepts it as a viable medium for the Western plays she addresses.

While we believe that print will continue to be a viable medium for many years to come, overall print advertising and circulation have been declining.

Pen and Paper are still a viable medium due to resolution.

"Online is a very viable medium to create a music experience," Mr. Burwick said.

Has a viable new medium emerged yet?

"Judging by how well it's done in 11 months, we have to look at it as a viable medium that we could put games on," Bowlen said.

Though few in the industry predicted it, silent film as a viable commercial medium in the United States would soon be little more than a memory.

Will it be a viable medium for advertising?

Faced with autocratic rule in the political arena, many groups also took up theatre as a viable medium for popular protest.

Michael Moore, Purina's director of interactive marketing, said three Consumer Direct campaigns had helped show "that this is a viable medium."