"Internet transforming campaign process"

The Record (Stockton, CA):

Cable advertising is just the most visible aspect of a deeper tactic: micro-targeting. This is where a campaign dissects an electorate based on personal preferences that have little to do with politics.

A campaign could look at who reads certain magazines, or who holds certain licenses, or who buys certain products and then send specific literature to them. Many companies will sell subscription lists to campaigns - this is why a decline-to-state voter who takes Field & Stream might get a "Sportsmen for Schwarzenegger" flier in the mail.