April 5, 2004
advertising is toast
Writing about blogvertising is not like writing about celeb gossip. There’s a lot of the latter around. With blogvertising you’re pretty much limited to here, here, here, here, here, and the occasional salient remark from this guy or this guy. There are a few others, not many.
This scarcity may be a good thing. It could mean the demand for new thinking is probably greater than the supply.
There’s currently lots of talk in the advertising biz about doing away with straight broadcasting messages and replacing them with virals or whatever. “Broadcasting doesn’t work”, they say.
Yeah, well virals don’t work either, as any avid reader of this guy will know. He also talks about advertising being the main viable income generator for weblogs. Bad news if you’re trying to run a traditional ad agency. You’re really not needed in the new equation.
“Oh, gosh, our TV and print ads are no longer working. We’ll have to switch to the internet.” Wrong answer. You can’t fix the problem if you are the problem. When your business models suck, your service are overpriced and your creative departments are mainly filled with intellectual lightweights, you’re going to have problems. Ad agencies are over. Doomed. Toast.
You may not agree with that last thought, fair enough. But the number of people in power who do agree with it will continue to increase every year, not decrease. Can your current business model handle that? Or are you just hoping for some new miracle technology/media/buzzword/trendy creative schtick to come along and save your ass before the client bails?
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