Some believe this is a reaction to the overwhelming array of choices marketers are pushing at us. This means advertisers must find ways to penetrate these walls. Russell believes smart marketers will position themselves to be invited in. She also believes this is bad news for advertisers who use television, radio and telemarketing because they require consumers to pay attention to a message at a particular time. She concludes it's good news for print media because this form of communication gives consumers control over when they view the advertiser's message.
Print media is considered to be more polite than electronic media because it waits to be invited in.