Advertising worked OK when everyone understood what it was and how it was necessary to pay for free, or almost free, stuff. I can remember when our local paper

Advertising worked OK when everyone understood what it was and how it was necessary to pay for free, or almost free, stuff. I can remember when our local paper used to sell out everywhere on a Thursday afternoon because that was the day when all the job ads were published. No one ever complained there were too many of these. Similarly on a Friday when all the houses for sale or rent were posted. As happened with other forms of cheap or free media such as regular mail, telephone calls and email, the returns for advertising eventually become a numbers game even when 99.9% of the audience hate them.