Re: [projectvrm] Mobile is hitting the nuclear reset button

[Jim Bursch < >]

In response to the question, I posit the following theory:

Pure advertising media will tend to increase in value with improving technology, whereas advertising-supported media will tend to decrease in value because technological improvement accrues to the media (or the desired content delivered by the media) before it accrues to the advertising, which is by definition an added overhead cost to the user and subject to users' cost-reducing imperative.

Ad-supported media is a blend of advertising content and editorial (user-desired) content. I see that model dying and being replaced by pure advertising media and pure editorial media.

The Super Bowl is a good example. What we are seeing is a fork -- Super Bowl ads are separating from Super Bowl football, gaining an independent existence. I predict in the future, when the fork is complete, there will be something like Super Bowl advertising by a different  name, and there will be a Super Bowl football game that is uncorrupted by advertising.

Jim Bursch
310-869-5340

 
 ">
 
@jimbursch

On 4/9/2014 7:57 AM, Doc Searls wrote:

" type="cite">

There are many distinctions to be made in the advertising business. 

As for Times Square... I dunno. It might be a cultural attainment of some kind, but it's also an exceptions (bold and flashy electronic billboards) that don't generalize well to the whole category. Another is Super Bowl ads. People go to both so they can witness the best exemples of a category they otherwise ignore or avoid.

Doc

On Apr 9, 2014, at 10:46 AM, Jim Bursch 
 
 "><
 > wrote:

Some might argue that billboard advertising has attained a higher value as it has evolved with technology (Times Square comes to mind as another cultural attainment of advertising). And I suspect that billboards are the closest thing to a pure "ad medium" -- as opposed to some other medium to which ads are added. A distinction needs to be made between an "ad medium" and an "advertising-supported medium."
Jim Bursch
310-869-5340


 
 ">
 

@jimbursch

On 4/9/2014 7:28 AM, Doc Searls wrote:

I agree, though Vogue may be in a tie with other fashion/specialty magazines. The point is that the advertising itself is a kind of editorial, and adds value to the whole thing. Brand advertising at its best does that.

Still don't have an answer for Don's question, though.

Doc

On Apr 9, 2014, at 10:22 AM, Jim Bursch 

 
 "><
 >
 wrote:

I think of Vogue magazine as the highest cultural attainment of advertising.
Jim Bursch
310-869-5340



 
 ">
 
http://mymindshare.com


@jimbursch

On 4/8/2014 11:44 AM, Don Marti wrote:

begin Doc Searls quotation of Tue, Apr 08, 2014 at 11:36:20AM -0400:

A fun find in the comments:



<http://crappy-mobile-ads.tumblr.com>

Yes, that's great.  (My favorite is the clippable
coupon. Yes, just a second while I take a pair of
bolt cutters to my phone...)

Advertising history question: has there
ever been an ad medium that has gone from
crappy/spammy/disreputable to higher value?  Or do
ad media get burned through never to recover?

-----
No virus found in this message.
Checked by AVG - 
www.avg.com

Version: 2014.0.4355 / Virus Database: 3882/7320 - Release Date: 04/09/14

-----
No virus found in this message.
Checked by AVG - www.avg.com
Version: 2014.0.4355 / Virus Database: 3882/7320 - Release Date: 04/09/14