Over at Techdirt, Mike has written an interesting short commentary about advertising that he posted in the wee hours of the morning, at least Eastern Standard Time.
The theory? "People Don't Hate Advertising; They Hate Bad, Intrusive And Annoying Advertising." He points out that Forrester Research has recently released a study that has the press surrounding it claiming that consumers hate ads because more than 50 percent of households use some kind of advertising blocker.
Mike doesn't buy into the theory that the fact that people who block ads are necessarily "anti-advertising," though, but that they are certainly against certain kind of ads that are pervasively rude. He points instead to the variety of ads that people seek out, viral marketing and Superbowl ads and the like.
It just requires the marketers and the advertisers to stop thinking of advertising as a second class (or third class) type of content that needs to be forced on people. Instead, it's about recognizing that ads are content, and if it's good content, people will be willing to watch it (or even seek it out).
As Mike points out, "there's never going to be a technology designed to block out the ads people want to see."
In the comments section, though, is where the debate really pours out, though. It starts with the brilliantly named "Search ENGINES Web," who objects that viewers can't have it both ways, as the content has to be paid for one way or another. That comment generated some vibrant response, including reader Byron, who writes, "Yeah, right, o' clueless shill for the advertising industry. Next you're gonna tell us that YOU do NOT use ad filters, pop-up blockers, or any other type of technology to minimize INTRUSIVE advertising on your own computer(s), right?"
It's a clear distinction--people don't like blatant shilling that insults their intelligence. For instance, look back at yesterday's post about Studio 60 and the product placement discussion on the Nov. 27 episode.
Look back a couple of weeks to a response to Mike's piece about professional journalists learning from campus newspapers.
Thanks to Joshua Green for passing this along.