Upheavals
The Emperor’s new hits
More and more people reportedly are turning off the mainstream media because of the programming and the interruptive marketing messages.
And yet, when you look at the monetarisation model for even the most popular online businesses it is, and perhaps is becoming more, dependent on advertising to fund activities, as participants continue to show extraordinary reluctance to pay for most forms of content.
If advertising is indeed losing its appeal, then nothing, including online, can stay immune forever . Which means that, despite all the hype, disturbingly for me the Jerry Macquire question hasn’t gone away. It’s just been eclipsed by the emperor’s new clothes’ criteria of popularity.
The problem with that of course is, just like in the dot.com days and with the credit crisis, when you take your eye off the real money, you’ve really got a hiding waiting to happen.
If advertisers were to start deserting online in droves because it was not effective enough to keep their shareholders happy, that spells trouble, surely?
POSTED: Friday, 22 May 2009
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