For marketers... the mass media are no longer the sole choice. Traditional media retain an important advantage: the 'rub-off' credibility that accrues from being part of a broadcast or publication invited into the home. But for many marketers, media advertising is a shotgun. The new technologies provide rifles, which can target prime prospects.

"The Dangers of Today's Media Revolution," Advertising Age, September 30, 1991, p. 18.