Re: UKNM: the absurd economics of the net

[Stefan Magdalinski]

Steve Johnston/IMRG wrote:

> 

> <snip>

> >How the Hell do you ensure that the banners are read?

> 

> >Which brings me back to my favourite rant. BANNERS JUST SUCK.

> 

> The results of an online survey of 12-16 year olds we have been running

> since the 19th Jansupport your contention entirely. Answer 11, 78% do not

> click on banners):

> http://www.imrg.org/survey/answers/youth.htm

> 

> As I suspect there are very few 12-16 year olds on this list, so can I

> request you do not fill in a response. But for those interested, the


and probably only 1 17-year old, eh, Tim? :)


> question page is here:

> http://www.imrg.org/survey/answers/youth.htm

> 

> I've tried such heresy on this audience before, they don't like it. Or

> rather they ignore it.


Yep, I noticed that. A debate about what kinds of *new* things we could

do with New Media seems impossible here. 


Banner-advertising are so prevalent because it's the closest thing to

old advertising models. It's not effective with users, but it's very

effective with people who previously developed and sold advertising for

other media, because it's the smallest leap of imagination/context shift

for them. 


<jumping threads>


incidentally, Mike, this is the problem I have with New Media Age. It

currently believes in the internet as an advertising medium, a bit like

tv, a bit like billboards. I believe that advertising will always be a

part of the internet, but a marginal one, continually frustrated by ad

avoidance. And advertisers don't seem to be understanding that ad

avoidance happens for a very very valid reason: people are sick of being

lied to, patronised and insulted, in order to sell them crap. 

NMA is currently getting aboard the e-commerce wagon, but that's another

small part of the story.


Get a bigger picture. 


By the way, in case anyone thinks I just have in for NMA, I think

Revolution! is a piece of worthless crap too. 


but I'm just a silly naive (if increasingly cynical) idealist. 


stefan


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Stefan Magdalinski                            0370 67 70 58

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