ABSTRACT
Some scholarly camps have appropriately subscribed to “an evolutionary approach” to the infinite and almost incomprehensible new opportunities presented by new technologies. Such a thoughtful approach is needed at a time when so much of what we read in the trade and business press seems to suggest that we drop everything and log our lives-business and personal, onto the Internet. Advertising Age, for example, will sometimes devote almost half of its pages to the new technologies causing one of its editors to privately complain that the magazine is literally becoming “Interactive Age.”
