One of the most crucial issues in on-line advertising is the blurring of the line between editorial content and ads. Unlike on TV and in the print media, where guidelines on the labeling of advertisements, which shall enable the customer to distinguish between editorial and ads, exist, similar conventions have not yet evolved for Internet content. Labeling of online advertisement up to now has remained the rare exception, with only few sites (e.g.
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Agostino Ramelli designed a "reading wheel" which allowed browsing through a large number of documents without moving from one spot.
Presenting a large number of books, a small library, laid open on lecterns on a kind of ferry-wheel, allowing us to skip chapters and to browse through pages by turning the wheel to bring lectern after lectern before our eyes, thus linking ideas and texts together, Ramelli's reading wheel reminds of today's browsing software used to navigate the