The day is already in sight when books, magazines, newspapers, films and other media will, like the Mustang, be offered to the consumer on a design-it-your-self basis. Thus in the mid-sixties, Joseph Naughton, a mathematician and computer specialist at the University of Pittsburgh, suggested a system that would store a consumer’s profile—data about his occupation and Interests—in a central computer. Machines would then scan newspapers, magazines, video tapes, films and other material, match them against the individual’s interest profile, and instantaneously notify him when something appears
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