The iPod is influencing the direction of , according to a special report by Reuters. Marketers are becoming "purveyors of the content itself," rather than just sponsors of someone else's programing. "iPod has really changed the world for people in terms of them having their own playlists," Burger King marketing chief Russ Klein told Reuters. "We have to earn our way into it." Much like product placements in film and television scripts, music is quickly becoming another stage for advertisers. Traditional commercials may never make it to the iPod, according to the report. "People are using an iPod because they want to choose the music they listen to," said Craig Davis, chief creative officer of WPP, ad agency JWT Worldwide. "To interrupt and intrude on that with advertising would be pretty unwelcome."