Supply and Demand and Marketing Darrin F. Coe, MA 11/30/04 According to Dough McCormick, Chariman and CEO of iVillage, Inc, “Technologists focus on supply but they don’t understand advertising is focused on demand. Just because we have an available ad doesn’t mean we have to sell it.” What in the world does that mean? It means not every product online is going to sell. Online retailers and marketers are not going to succeed just because they are online. Marketing is about understanding the de.