Technology - Understanding and using what gets collected about newspaper customers - NYTimes.com

For traditional newspaper advertising, there has been little concern about specific newspaper customers and what newspapers could tell advertisers about those customers. It just was not possible. The customized newspaper in print never materialized.

In the web, the technology is racing to provide that information in an increasingly comprehensive manner. Newspaper managers have to learn a whole new lingo and a new way of relating to newspaper customers and advertisers.