Publisher Sanoma has started a test in its Dutch magazines Libelle and Viva, in which readers can order samples and have them sent home by sending a text message. Usually samples of shampoo for instance are glued on a magazine, so every reader will get the sample. In this test the reader will take the initiative, and with that the publisher will be able to gather pithy profile information. (em, Dutch). Brands are sending their messages more and more targeted, and wait for their target to answer. Samples used to be sent to everyone (like mass communication), now they are sent to people who take the initiative themselves, and later brands will know exactly what people they have to provide with samples. Maybe not only the people who will personally benefit from the product, but also the people who play an important role in word-of-mouth advertising. Those people then don't just get a sample: they will get the whole bottle sent to them, in a special box and with a handwritten letter. This is a small step in that direction.