The third huge change is what really moves an audience to act.
It used to be that you could give someone an article, and say, “If
you want this article, give me your business card. If you want to
sign up for a newsletter, give me your business card, or go sign
up on the Internet,” because people are being so inundated with
information, online newsletters and these kinds of things. They
are very reluctant to give up their personal information.