The New York Times featured an article this week about the many dramatic changes going on in the advertising world (see "Tinkering With the Recipes for the Media Mix"-registration required). What's going on "out there" is true for us in libraries too. Traditional media and techniques are not the sure things they used to be. Advertisers now need to be more savvy and selective in how they disseminate their information. It seems that target markets are getting smaller and smaller, a fact reflected in the success of highly targeted adverstising such as what Google offers. As librarians, we too should keep an eye on these trends and strive to find new, creative ways to identify and reach markets.