The days of static messages being mass mailed to untested lists are gone. The mass communications theories of the 60s have been replaced with the personalization technology of the 21st Century. Savvy marketers are enjoying the benefits of parsing data to version messages and illustrative materials for these segmented prospects. This clever tactic insures that the right person now gets the best pitch with the right offers, in a specific time period, whether in print or online. It requires that data is collected, cleaned, massaged and deployed.