"We rarely think of “traditional media” as a channel except in comparison to new media, whatever that means now (the “World Wide Web” first appeared roughly 20 years ago). Instead, we think about the specific channels: TV, radio, telemarketing, mail, banner ads (yes, they are “traditional”), and then plan our use accordingly. We take for granted that “traditional media” exists, and with it our near-universal ability to interrupt someone and bring them “the following message.” Enter the Social Web, and assume its similar ubiquity."