Back when everything I read was on paper, I disliked ads in newspapers and general-interest magazines but enjoyed them in specialist magazines. The high-budget

Back when everything I read was on paper, I disliked ads in newspapers and general-interest magazines but enjoyed them in specialist magazines. The high-budget ads aimed at large audiences seemed manipulative and were seldom for products I would ever want to buy. They also seemed to be a waste of paper and interfered with the reading experience. In contrast, the ads in, for example, guitar magazines or computer magazines were interesting, informative, and helpful to my purchasing decisions. I occasionally see online ads that have been successfully targeted at my interests, but I never find them interesting in themselves, they are usually annoying, and only rarely do I click on them.