ReadWriteWeb

Imagine a random web.

Your favorite current affairs news blog, which couldn't survive on Viagra ads, is now charging subscriptions. Your e-tail site of choice keeps recommending country music, which you outgrew years ago. And your default social network's constant entreaties for donations finally annoy you so much that you do the unthinkable: switch to MySpace (at least it is supported by News Corp's old-media money).

This is too much. So, you pick up a copy of Portfolio magazine and browse the ads for financial products, reassured that at least this medium knows how to target its audience.