Monday, January 14, 2002

Received this in the mail for the consideration of the group:


Sorry to bother, but may I comment on this snippet?

"Denver, I get that clocke thinks broadcast marketing doesn't work on the Web. I just think he's wrong, or rather, that the places where Gonzo works are more limited than they seem at first glance. Both you and Hernani have suggested that consumer packaged goods, e.g. Coke and Jell-O, somehow "don't count", but CPG advertising is the majority of all advertising, so a revolution that doesn't change CPG doesn't really change the advertising landscape as a whole."

I cannot recall one single example of CPG broadcast advertising *on the web*: when you say broadcast I think "spam!".

Locke's point (as I perceive it) is a very simple one: people are paying less and less attention to broadcast media, and more and more attention to voice. Industries that rely on broadcast *alone* find that their target/eyeballs is shrinking and cost per *successful contact* (annoying people does not count) is growing like mad. They better pay attention to this shift or they will find themselves advertising to an empty audience, precisely because they cannot broadcast to the web.

Of course, this does not mean that everybody must dump broadcast and do *only* gonzo from this very minute.

Gaspar Torriero

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