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From razor-users-admin@lists.sourceforge.net  Thu Jul 25 11:06:50 2002

On Wednesday 24 July 2002 08:42 am, rODbegbie wrote:
> As the old maxim goes, "Never ascribe to malice that which can be equally
Oh Yeah that sounds a WHOLE lot better... (chuckle).

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