Slivercasting. Target marketing. Niche advertising. Whatever you call it, the history of narrowcasting goes back half a century, when the term referred to a future first imagined by public broadcasting proponent and 'computing's Johnny Appleseed' J.C.R. Licklider during the golden age of network television in the mid-60s: "A multiplicity of television networks aimed at serving the needs of smaller, specialized audiences."