Ready Or Not, The Electronic Mall Is Coming

Advertising on the Internet. Just a few months ago, the very idea caused Internet veterans to gnash their teeth. The Internet community had thrived--both socially and technically--precisely because of its implicit ethic: Give as much as you take. Where else could a university researcher, say, offer thousands of colleagues copies of her new database program and then enjoy a flood of comments and improvements in return--at essentially no charge to anyone? Madison Avenue, with its one-way messages and penchant for mass-market overkill, would seem the very antithesis of the Internet culture.

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