Griff, I agree.
Value is very much on the screen of the retriever.
In other words, placing my glossy brochure for Internet information services in Better Homes and Gardens will probably not produce the response I might wish. Placing it in Ad Age, however would be a far better idea. In GNN, I might read an article about electronic mail and at the top, there is a pointer to marketing copy about O'Reilly's Sendmail book. This, I would assume, would be a very effective vehicle. This, I believe speaks very strongly to the issue of advertiser sponsorship of articles, and all the danger that that presumes.