It’s not always easy to reach people. In the past, customers would tune their radio dials to the most popular programs and be guaranteed to hear a short audio advertisement. Or they would unfailingly page through their newspapers, noticing the attention-grabbing deals at the bottoms of the pages. They would even take the time to open the mail the postal worker would deliver, holding colorful coupons in their hands. However, over time, media has become much more personalized. Now, people can download their own music or podcasts rather than tune in to the radio. They decide which news they want to see, and they get it sent right to their phones. We can’t reach consumers like we have in the past, because they are now the ones in control of their own media consumption. It’s no longer about putting a message out and hoping people will connect with it; now, messages need to be personalized and tailored to consumers. Rather than being left in the dust, we need to adjust with the times.