From rssfeeds@jmason.org Thu Sep 26 16:41:28 2002 Return-Path: Delivered-To: yyyy@localhost.example.com Received: from localhost (jalapeno [127.0.0.1]) by jmason.org (Postfix) with ESMTP id 7C70616F03 for ; Thu, 26 Sep 2002 16:40:44 +0100 (IST) Received: from jalapeno [127.0.0.1] by localhost with IMAP (fetchmail-5.9.0) for jm@localhost (single-drop); Thu, 26 Sep 2002 16:40:44 +0100 (IST) Received: from dogma.slashnull.org (localhost [127.0.0.1]) by dogma.slashnull.org (8.11.6/8.11.6) with ESMTP id g8QFSRg24432 for ; Thu, 26 Sep 2002 16:28:27 +0100 Message-Id: <200209261528.g8QFSRg24432@dogma.slashnull.org> To: yyyy@example.com From: joelonsoftware Subject: John Robb has an interesting perspective on trust-based, targetted advertis Date: Thu, 26 Sep 2002 15:28:26 -0000 Content-Type: text/plain; encoding=utf-8 X-Spam-Status: No, hits=0.0 required=5.0 tests=AWL version=2.50-cvs X-Spam-Level: URL: http://www.joelonsoftware.com/news/20020913.html Date: Not supplied John Robb has an interesting perspective on trust-based, targetted advertising [1] based on his experiences at Gomez during the heady days of the Internet gold rush. Nobody believes advertisements[2] any more. There's a lot of evidence that advertising just doesn't work, no matter how targetted, so if you have a product to sell you have no choice but to get into the editorial side, where consumers' defenses are lowered. Product placements are one example of this. There is an unfortunate tragedy of the commons, here. When advertising first rose to prominence, advertisements _did_ work. We hadn't built up our immunities yet. As more and more advertisers used the opportunity of the medium to lie, we learned not to trust advertisements. But we still trust editorial. And once editorial gets polluted by desperate marketers using PR instead of advertising to promote their message, nobody will believe it either. [1] http://jrobb.userland.com/stories/2002/09/11/trustbasedAdvertising.html [2] http://www.amazon.com/exec/obidos/ASIN/0060081988/ref=nosim/joelonsoftware