Comments on: Flashback: When The Gap Defined Cool http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/ Homo homini rodentius est Wed, 30 Dec 2009 19:20:21 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: SD http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3621 SD Thu, 12 Jul 2007 03:47:54 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3621 Marc, Not sure if you are responding to something Aatom wrote or me. Having worked in media, I know that those with the most money usually get the greatest exposure and, in fact, for all the debate about net neutrality, the vast majority of net audience ends up concentrated in a few commercial sites. I've always believed that the net would come to be dominated by commercial and marketing interests. I just didn't think it would be advertising-funded. I thought it would be transaction-based (e.g., Ebay). Marc,

Not sure if you are responding to something Aatom wrote or me. Having worked in media, I know that those with the most money usually get the greatest exposure and, in fact, for all the debate about net neutrality, the vast majority of net audience ends up concentrated in a few commercial sites.

I’ve always believed that the net would come to be dominated by commercial and marketing interests. I just didn’t think it would be advertising-funded. I thought it would be transaction-based (e.g., Ebay).

]]> By: Marc Rapp http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3614 Marc Rapp Wed, 11 Jul 2007 03:38:47 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3614 Clarify: Without accurate marcom, communication advertising remains mass communications vs individual and relevant based. In-fact, we've traded Citizen Kane out so we can Google ourselves all night and explore our vanity. Clarify: Without accurate marcom, communication advertising remains mass communications vs individual and relevant based.

In-fact, we’ve traded Citizen Kane out so we can Google ourselves all night and explore our vanity.

]]> By: Marc Rapp http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3613 Marc Rapp Wed, 11 Jul 2007 03:35:27 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3613 So, I'll pose this as inquiry and not rumor; What would you say to multiple internets? What if Net Neutrality fails or, perhaps we convince ourselves the current internet is broken because it just can't support commerce. The reason why it can't support commerce is because, unless everyone is completely honest and upfront with their information, profiles, correspondence, etc., there will never be an accurate way to qualify and quantify market research. Which means, those with the most money get the highest amount of exposure. Thought I would throw this out there. :) So, I’ll pose this as inquiry and not rumor;
What would you say to multiple internets? What if Net Neutrality fails or, perhaps we convince ourselves the current internet is broken because it just can’t support commerce. The reason why it can’t support commerce is because, unless everyone is completely honest and upfront with their information, profiles, correspondence, etc., there will never be an accurate way to qualify and quantify market research. Which means, those with the most money get the highest amount of exposure.

Thought I would throw this out there. :)

]]> By: Aatom http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3588 Aatom Thu, 05 Jul 2007 19:53:51 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3588 I'm in ad sales here at a Time,Inc monthly, and I can assure you that on the print media side budgets and staffs are being reallocated to the digital realm with a ferocity that will no doubt come back to haunt us in some way eventually. But the word is out on 6th Ave: digital is the next real wave of ad dollars, and as print (while still dominant) continues to erode, the titans are desperately scrambling for incremental dollars to fill the gap. meanwhile a whole new era of corporate ad-speak is cropping up for the digital arena. same as it ever was, my friends... I’m in ad sales here at a Time,Inc monthly, and I can assure you that on the print media side budgets and staffs are being reallocated to the digital realm with a ferocity that will no doubt come back to haunt us in some way eventually. But the word is out on 6th Ave: digital is the next real wave of ad dollars, and as print (while still dominant) continues to erode, the titans are desperately scrambling for incremental dollars to fill the gap. meanwhile a whole new era of corporate ad-speak is cropping up for the digital arena. same as it ever was, my friends…

]]> By: Marc Rapp http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3557 Marc Rapp Sun, 01 Jul 2007 05:18:21 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3557 Cold sweats all around, creatives and suits alike. It will be an interesting duel. If there was a time to fall on our swords, this would be it. Cold sweats all around, creatives and suits alike. It will be an interesting duel. If there was a time to fall on our swords, this would be it.

]]> By: SD http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3555 SD Sun, 01 Jul 2007 01:24:28 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3555 I was hoping you'd comment, Marc -- I appreciate your view on the industry. Your enthusiasm about the future of ads is infectious. I agree, accountability is key -- that's why it's causing cold sweats among some of the Old Guard account managers! I was hoping you’d comment, Marc — I appreciate your view on the industry. Your enthusiasm about the future of ads is infectious. I agree, accountability is key — that’s why it’s causing cold sweats among some of the Old Guard account managers!

]]> By: Marc Rapp http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3552 Marc Rapp Sat, 30 Jun 2007 21:52:42 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3552 Excellent piece. Aatom, I look forward to the trade of monitor/tv. In-fact, I'm betting the type of advertising created will be the best the industry has ever seen. The best idea will win, not the best budgets. And as consumers hold agencies and their clients accountable for the product/work, we'll see advertising go from ethical irreverence to sustainable relevancy. As the web redefines creativity itself–ideas, products and services will be far more beneficial. Marketing and advertising will be teaching first, and selling second this time around. –great post. Excellent piece.

Aatom, I look forward to the trade of monitor/tv. In-fact, I’m betting the type of advertising created will be the best the industry has ever seen. The best idea will win, not the best budgets.

And as consumers hold agencies and their clients accountable for the product/work, we’ll see advertising go from ethical irreverence to sustainable relevancy.

As the web redefines creativity itself–ideas, products and services will be far more beneficial. Marketing and advertising will be teaching first, and selling second this time around.

–great post.

]]> By: SD http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3550 SD Sat, 30 Jun 2007 19:49:06 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3550 Aatom -- I love the phrase "cave-painting on the walls of mass culture". Exactly right. How will it translate into the digital age? Maybe very much like before -- our brains are still wired to respond best to visual stimuli, that won't change -- just more targeted. Better for the advertisers, less serendipity for consumers. Some of the digerati, like Scott Karp, are [<a href="http://publishing2.com/2007/06/27/what-will-burst-the-tv-advertising-bubble/" target="_blank">bemoaning</a>] the fact that ad dollars aren't moving onto the net faster. I doubt if he realizes that ads will desert TV for the net only when the net has largely become the new TV, with all (good and bad) that implies. Aatom — I love the phrase “cave-painting on the walls of mass culture”. Exactly right. How will it translate into the digital age? Maybe very much like before — our brains are still wired to respond best to visual stimuli, that won’t change — just more targeted. Better for the advertisers, less serendipity for consumers.

Some of the digerati, like Scott Karp, are [bemoaning] the fact that ad dollars aren’t moving onto the net faster. I doubt if he realizes that ads will desert TV for the net only when the net has largely become the new TV, with all (good and bad) that implies.

]]> By: Aatom http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3548 Aatom Sat, 30 Jun 2007 14:33:32 +0000 http://www.ratdiary.com/2007/06/29/flashback-when-the-gap-defined-cool/#comment-3548 Very nice. You even correctly predicted their recent spiral into near-bankruptcy. I couldn't agree more about this campaign. It was the perfect meeting point of commerce and zeitgeist. Advertising, at its best, is the cave-painting on the walls of mass culture that helps both reflect and define who we are. Is it still possible in the fractured digital age? Of course, but its ultimate form has yet to be determined. Very nice. You even correctly predicted their recent spiral into near-bankruptcy. I couldn’t agree more about this campaign. It was the perfect meeting point of commerce and zeitgeist. Advertising, at its best, is the cave-painting on the walls of mass culture that helps both reflect and define who we are. Is it still possible in the fractured digital age? Of course, but its ultimate form has yet to be determined.

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