Blog on for Swerdloff My colleague Craig Swerdloff, who runs our Postmaster Network lead generation business and is one of the smartest people in the online advertising business, has started blogging. Of particular note is this post, in which he talks about the concept of explicit vs. implicit consent in advertising. His thinking is a lot like some of the things I’ve written about in the past, like the New Media Deal and the We Media Deal. The bottom line is that advertising has to be valuable and relevant for end users — and properly/carefully delivered. Welcome to the blogosphere, Craig!
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New Media Deal
New Media Deal, Part II – the We Media Deal
New Media Deal, Part II – the We Media Deal My original New Medial Deal posting from August, 2004, is my favorite posting of all 220 or so that I’ve done to date. It has the most clicks of any posting I’ve done. People mention it to me all the time. I even used it as the foundation for the preface to our book at Return Path, Sign Me Up! The general thesis (although the original posting is short and worth reading) is simple. Old Media was one-way communication – they produce it, you consume it, and Old Media had a deal with us: they give us free or cheap content, we tolerate their advertising. Think about your favorite radio…
New Media Deal – a comment
New Media Deal – a comment A user calling him or herself “graciouswings” (who left a bogus email address with his/her comment, so I couldn’t email him/her) made a lengthy comment to my New Media Deal posting (posting here, comment at the bottom or here). The meat of the comment was: “advertising doesn’t bug us if it’s not too intrusive and if there’s something in it for us as consumers.” This is simply not true. This notion is based on unfair playing grounds. People don’t like seeing commercials before movies. People _are_ bugged by having to create an account at every website they visit, whether it’s to post a comment, purchase a song, ask a question of tech support, read…
New Media Deal
Americans have long operated under an unwritten deal with media companies (for our purposes here, let’s call this the Old Media Deal). The Old Media Deal is simple: we hate advertising, but we are willing to put up with an amazing amount of it in exchange for free or cheap content, and occasionally one of those ads slips through to the recesses of our brain and influences us in some way that old school marketers who trade in non-addressable media can only dream of. Think about it: – 30 minutes of Friends has 8 minutes of commercials (10 in syndication!) – The New York Times devotes almost 75% of its total column inches to ads – We get 6 songs…