The authors argue that interactive media, such as the Internet, will f
unctionally displace traditional mass media, because interactive media
will be better able to serve the communication needs of individuals.
The authors show that in the age of interactivity audiences will shift
from being large, heterogeneous, and anonymous to being small, homoge
neous, and addressable. The authors expect this shift in audience char
acteristics to radically change the nature of advertising. The authors
predict that in the age of interactivity, advertising will be less in
trusive, better-targeted, more information-oriented, and more accounta
ble for bottom-line results. Furthermore, advertisers will be required
to design messages to get past ''intelligent'' software that aid indi
viduals in decision-making, The authors recommend that advertising age
ncies internalize their role as marketing communication specialists to
successfully adapt to an interactive media environment characterized
by a multiplicity of audiences and channels. (C) 1996 Elsevier Science
Inc.