But Walter, to draw an inference from something Steve Jobs said, surely the conviction that people will actively be looking for information assumes that they know what they want? A lot of the time they don't. And even if they do, it's getting harder and harder to wade through the sheer volume of what's out there. The interruption approach definitely still works with me. There's also good evidence that more effective campaigns are those that have won awards (cf Campaign report, and the Loeries/ Apex correlation).