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Purpose -In all mass media advertising, the increasing advertising to editorial ratio is causing audience inattention and consumer complaints. The usual solutions are more creative advertising or better hiding of the messages within the editorial content. This discussion aims to describe the real solution, first predicted by Howard Gossage five decades ago, which requires understanding the problem in historical perspective and maybe a shift back to some older practices.doi:10.1108/07363760610674301 fatcat:rnxail62vreafkxgllchtn7xce