Problem is, as you pointed out in the post on "online advertising", people continue to define advertising by the media in which it runs (and measure its potential for survival in the same way). Define the core of advertising and we'll have a better idea how to do it irrespective of the vehicle that carries it.
Brilliant, TAD! And I mean that. It's what we've been saying in our little corner all along, that what's certain is advertising will survive, but the transformation of countless business models, accelerated by the shit-hole economy we're in, will cause rapid destruction and concurrent new birth. Kind of like when the comets hit, the dinosaurs died, massive weather changes triggered rapid evolutionary changes, etc.
So right now, it's better to be a small, agile mammal than a big old dinosaur!
"To date, the web has produced almost no entertainment of value. It has mainly sliced and diced the entertainment produced by other media, or by people willing to create free entertainment for the web in the hope there's a payout for them in traditional media, or on websites supported by, duh, advertising."
There's no such thing as "web content". The web is not "stealing" anything. I can transfer that content to my phone, or kindle, or HDTV, or ipod, or send it to anyone I want at anytime on my terms.
On My Schedule.
The web/digital is not another new medium. It represents the evolution of EVERY medium.
Digital enables the users to CONTROL/enjoy the content, instead of the providers controlling it!
You are right about "B". Digital is not good at dictating a message to consumers. Those days are over, for good. So when you make an ad for a car dealer with 1.9%APR on all half-tons, I can now find out... within seconds... from someone who decided to buy that car before me if it was worth it. I guarantee you i'll trust their opinion (and the hundred's more that reply) more than your ads message. Especially when they, the people, all tell me about the better deals out there.
THAT'S what has changed.
Tom,
1. This is just an exercise in semantics about the meaning of "content" and "stealing".
2. The only form of product information on the planet less trustworthy than advertising is the shrill ravings of web maniacs.
I thought Bob Garfield meant "Ad Age Magazine is dead."
Another excellent post, I am really getting to look forward to this blog.
I consider my responsibility as a professional advertiser is to persuade people, by any and all media possible, to do what my clients want them to do.
I do not worry about the media my messages are carried on, I worry about creating the right messages. A lot of people who herald the death of advertising confuse media with audience. I have seen many supposed Digital Experts mistake a new technology i.e. Social Networking for Creativity. How many times have you heard "You must use Social Networks" or "You must do something that could be viral". they never think about the "What" they only think about the "Where".
Word Processing did not make everyone a writer, Final Cut Pro did not make everyone a filmmaker, User Generated Content will not replace the ad agency it only adds another potential way for us to persuade.
I am an advertiser, I will always be needed because I am good at making ideas that persuade and I will also survive.
Thanks for a very sharp post.
I think points 4 and 5 are far too often ignored or conveniently left out when talking about the virtues of the web.
Quality entertainment, news and information are not produced cheaply and easily.
If the web manages to kill today's media because of it's leeching, it will be next to die if nobody can find money to pay for it and make money from it. Another issue with the web is the fact that scams have been easier than ever to pull off, and lies or misinformation easier and cheaper than ever to spread. It's getting harder and harder to know what's legit and what's not. Who you can trust to deliver what they promise. Which should make well known giant web brands such as Amazon even stronger.
And as you point out, advertising will find a way no matter what.
Ad Contrarian - you are totally missing the point. Users control the content - LEGALLY. I'm not talking about Bit Torrent users, or some P2P bootleggers. For Example, I can now buy many of my favorite shows, for as little as a dollar, watch them in High Definition, watch them on a train on a laptop, or while in the park on my phone. I can watch them when I want, and, they are commercial free. I'm purchasing the show from the content MAKER (NBC, Fox, HBO, you name it.) Or better yet, subscribe to Netflix and watch every episode of the Office or 30 Rock.
Advertising has been completely cut out of the equation this way. This is what Bob Garfield is talking about, and its happening too all forms of content. Free ad-supported content is being replaced by micro-transactions.
As for trusting web maniacs, tell that to the people at Cnet, or dpreview, or hell even the reporters at the todayshow.com. I can probably dig up 100 other trustworthy sites if you want by using Google.
I don't think advertising will disappear, but I think Bob Greenberg from R/GA is right when he says we are nearing the end of the use of metaphors in advertising, and it's time to see ads that are useful, and less shilly.
Tom:
I think it is you who is missing the point.
You may have the money to purchase this stuff directly from the NBC, Fox and HBO but the average person would rather get it free. Duh.
People are willing to put up with advertising to get free tv. If you don't understand that, you don't understand anything about media. That's why HBO has 35 million viewers and free tv has 250 million.
As for advertising that is useful, I couldn't agree more, regardless of who said it.
Oh I didn't realize, 90% of US households don't actually pay Comcast, Time Warner Cable, DirecTV, Dish Network, Verizon, AT&T, Charter to watch TV.
Can I have the $8000.00 dollars I spent paying for TV for the past 8 years back then please? (that's about 80 bucks a month X 12 months X 8 years give or take.)
Silly me. I didn't realize Comcast, Time Warner Cable, DirecTV, Dish Network, Verizon, AT&T, & Charter didn't have advertising.
I haven't noticed, I DVR all my shows and skip the ads. I'm sure more and more people will in time also. Or perhaps they'll just switch to AppleTV or Netflix within a few years. After all, they are building Netflix into TV's these days.
And just imagine what will happen if Apple works out a subscription deal with video content providers for iTunes. They are rumored to launch streaming for itunes this summer. Netflix has this with Starz now, and rumored to have HBO soon also. I read somewhere (I think another Bob Garfield article) that content creators now make more money selling their shows to users than from ad revenue.
And Netflix is MUCH cheaper then cable TV...for now.
Although, to your point, I don't think advertising will go away either. Honestly. Even after all my ranting!!
Live programming, especially sports, will become the PREMIER EVENT for all advertising on television/internet/whatever. I need my NFL Sunday Ticket, and it will always have ads.
I disagree that what you provide is "essentially valueless abundance.."
Although I think that you are a sad, sadistic bastard, there is no way that one can argue that you bring exceptional insight and grounded thinking in the field..
Notwithstanding your insulting, antagonizing and belligerent stance regarding Twitter, you make me laugh and I learn stuff..
But, your disturbing attraction to money, notoriety, and super-hot nymphos concerns me..
Carlos:
You got something against nymphos?
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