Dr Joe Webb gets it right, again. Advertising needs mass media less and less.

The good news is that printernet publishing and clickable print is all about Massive Personalization. That's even better than mass customization.

Printing Industry News, Commentary & Analysis, Research and Consulting from WhatTheyThink: "...The whole point of new media is small ball. Quit playing for the three-run homer and amass the singles and doubles... 'the key thing is economics of scale is going to disappear. That's really what the issue is... instead we're going to go into the economics of re-aggregation... how do you get 10, 20, 30, 40 thousand people instead of taking in 250 million and making them into 12 and 30 million dollar segments. How do you re-aggregate one at a time into the tens of thousands?'