I assume you have all read Piers’s article of June 10th… “Is it time to remove advertising from the Web?” In which he raises lots of interesting questions about possible future relationships between advertisers and new media publishers. Hence the rather clever “homage” I have perpetrated with the headline to this week’s column. In which, even though I may question the best ways to execute his thoughts, I am with him in his supposition that the ways the Adverati have persistently chosen to promote their clients across the blogosphere not only suck, they are massively ineffectual.
As he points out, many bloggers suffer from the delusion that their shit is so great, one day; someone is going to buy their site for millions of dollars because of its advertising potential. Yeah, I agree that occasionally such miracles happen; I mean for crying out loud, the retard that came up with “I has a cheezburger” is now a fucking millionaire. Which only goes to prove that ninety percent of the blogosphere is inhabited by retards. I mean, let’s face it, I know no one is ever going to buy AdScam, ‘cos of my persistent use of fuck every other word and my obsession with Hitler and the orgasmically naked Kate Moss… Although, there’s always GoDaddy!
The point is that even though AdScam is about advertising, I don’t want it cluttered up with advertising, ‘cos let’s face it the vast majority of advertising is ugly, not to mention completely ineffective. I don’t even show ads, and the only time I comment about current campaigns is usually to kick the shit out of them. You want to know who’s just been hired as the new CMO of Acme Widget? Go read the ad trades or the Ad blogs that merely re-print PR releases, and guess what? These are the guys that bury their sites in ads, which everyone ignores, and which generate pathetic pennies in income.
Piers points out that many ad and marketing execs are developing social media strategies that don’t involve spending a penny on media. So how are new media sites running as for-profit operations going to make money? His answer…
Branded content. He may be right, and he offers a variety of vehicles, such as brand fuelled articles, videos and events that would support his argument. But this poses a series of questions… Who is responsible for the creation of the content? If the host media (say PSFK,) will the advertiser, and its agency, allow the host to generate the content in the character of the site or will they want it done in their own appalling, in your face, welcome to MySpace style?
Even more worrying, as Piers points out, PSFK, and others who take this route should make no bones about flagging to their audiences that this is content the host media is being paid to run… Maybe, I’m an old fart… Well yes, that’s a given, but that would be a potential turn-off to me. Yes, I know, younger people are increasingly exposed to, and perhaps are prepared to see this as a reasonable price to pay, for getting quality, free content.
I honestly don’t fucking know, I suspect, at this stage, Piers doesn’t know yet either. But hats off to him and all the other wankers at psfk for at least being honest enough to open this up to a public forum.
Let’s kick some arse here!
George Parker is a guest columnist for psfk.com. He is the perpetrator of adscam.typepad.com, which is without doubt, one of the most foul and annoying, piss & vinegar ad blogs on the planet. He is the author of MadScam and his new book, The Ubiquitous Persuaders, which is currently setting the ether ablaze (and which you can order now on Amazon). He will continue to relentlessly promote the crap out of it until you are forced to stab yourself in the eyes with knitting needles.