They are so much a part of their own space-time that they do not allow for the necessary distance to observe them in an anthropological sense, or simply for pleasure. They are like the tiny bone from which the whole dinosaur is deduced, or the one scene through which the entire movie can be reconstructed. As long as they remain submerged in everyday life, they are of minimal information value. But as paradigmatic splinters, they reveal the entire landscape in which they once figured. Untimely normal media can only be conceived of as the inconceivable.
Normal media require no advertising.
They are handed out uninvited in inescapable editions. Waste is a precondition. Direct mail has achieved its goal if three percent of the recipients react. Normal media institutions abuse the statutory obligation to receive mail. A similar category survives in the news sphere in the form of personal ads and obituaries, personal announcements and readers' letters.