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. The white and yellow pages, too, enjoy regular contact with average folks.
Uninvited media ignore the contemporary consumer habit to compile one's own, personal media package.
A has been renounced as undemocratic. The media for the millions cut right through this conscious selection, sovereign to the extent that they are uninterested in market penetration or spiritual incorporation. They feel at home in a stack of old newspapers, down the hallway, out in the street, on top of a garbage can. Normal media design requires a certain period of incubation before it can be recognized as such. In their layout, normal media neither plunder the work of risqu avant-gardists nor make an appeal to nostalgia.