The Trouble With Advertising
Traditional advertising is in a death spiral. Media have splintered into smaller and smaller channels, so that it now costs too much to reach a large enough audience. But the root causes for the death spiral are twofold: 1) People don’t like one-way conversations, and 2) People don’t trust advertising. As a result, many are voting with their feet.
Traditional communication vehicles such as television commercials work best with intrusive, one-way selling messages. But since people now have a choice, they’re choosing to spend more time on the Web, where communication is more like a conversation than a sales pitch. They’re also listening more to their friends, in a return to the word-of-mouth culture that existed before ...
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