Calvin and Hobbes by Bill Watterson for May 06, 1992
Hobbes: I can't believe there's a magazine for gum chewers. Calvin: Heck, there must be a dozen such magazines. Each appeals to a different faction. "Chewing" is high-gloss, literate and sophisticated. "Gum action" goes for the gonzo chewers. "Chewers illustrated" aims at vintage collectors, and so on! Each one encourages you to think you belong to an elite clique, so advertisers can appeal to your ego and get you to cultivate an image that sets you apart from the crowd. It's the divide and conquer trick. Hobbes: I wonder whatever happened to the melting pot. Calvin: There's no money in it.