Newspapers oppose online "opt-in" advertising strategy

Depending on what point of view you have, newspapers are weighing in on one of the hot topics of the day -- behavioral targeted advertising -- on the side of the devil or that of the angels.

The Newspaper Association of America is urging the federal government not to follow an "opt-in" strategy for such advertising. "Opt-in" means that consumers can't be targeted unless they specifically allow it. It's the opposite of the "opt-out" strategy used in telephone marketing (another area where the newspaper industry has sided against most consumers).