One of Tom's favorite topics is the Women's Market, so who better than Marti Barletta to be included in the best of the Cool Friends? Her first book was Marketing to Women, and we talked to her about it in 2004. Her second book was PrimeTime Women, a label she gave to women aged 50 to 70, who needed a better descriptor than "Mature Market." That 2007 interview begins with a discussion of marketers' problem getting their ads onto the screens that people are actually looking at. That discussion continues to this day.