Rewriting the Rules, Again and Again

The rules also have to change to accommodate consumers’ changing shopping patterns. Here are my three most noteworthy recent rule changes in order of severity:

1. Copywriting: There’s a dwindling number of Americans who have the patience to do much of anything these days, much less read globs and globs of copy. When it comes to newspapers, magazines, catalogs and the like, many consumers have had their reading habits abridged by assorted cultural changes.