Apparently This is Already Happening

I was researching the "Anatomy of a Direct Mail Piece" yesterday and happened upon a post to Ad-Verse. The author is a brand marketer from the Seattle area with some very strong opinions- the ones I paid attention to concerned direct marketing. He seems to despise direct marketing! But after I finished licking my wounds, I realized he actually was not opposed to direct marketing as much as he is against mass direct marketing aka low relevance direct marketing aka spray and pray.

For those with the time and the intestinal fortitude (his blog should be rated R) you can find him in two locations; what is apparently his old site and what is now his new site.