How many meetings have you been to where the amount of people you reach with your ads is discussed versus the amount of revenue (not sales) the company wants to make?
That's a great example of the old model trying to harmonize with the new. Most ad agencies continue to support this way of thinking. Don't waste your time.
Remember, all companies stay in business when they make money - not push ads out to thousands of people. Making money comes from talking to people who want to buy your product. If you could change a salesperson's close ratio to 75% from 10% you'd do it. New media offers the ability to change the 'engaged audience' ratio from the old 1%-5% to 75%-100%. Let that be the motivation to explore new media and social media, rather than the urge to reach everyone. Take quantity out of the discussion.
There's a bit more to it, but I'll leave that for another post.