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Jeff Paul Internet Millions

I must say that it seems their target audience is the 65+ age group only, which led me to see traditional television advertising as almost a dead form of marketing.

Nate Swanson

Although internet advertising is becoming the wave of the future. We cannot overlook the fact that many people are still swayed by the old fashion kind.

Homemaker Barbi (Danelle Ice)

I have to agree with you that the shifts from traditional to digital advertising are dramatic and will trigger not only the intended but unintended consequences as well. I contemplated this very idea while watching the NBC nightly news and musing about the sorry selection of advertisers showing commercials during the breaks. It seems their target audience is the 65+ age group only, which led me to see traditional television advertising as almost a dead form of marketing. Thank you for the great article.

Homemaker Barbi (Danelle Ice)

Shaw Mills

Insightful article. Question - literally million dollar is - when will the shift happen.

Bart Stevens


FYI : http://www.ichoosr.com/blog/



Dr. Letitia Wright

offering product placements is a great way to get exposure in media at the cost of products

Wayne Mulligan

Hey John,

Much of this argument was predicated on a couple of assumptions you made:

"Aggregate advertising spend in the US is likely to experience a cyclical downturn as the economy softens"

And that intention targeting ads are decreasing in performance.

Google's revenue and click-through data released yesterday sort of negate those assumptions...how does that fit in (or not) with your thesis?


Annie McQuade

Thanks for this blog. Great stuff, truly. What is so interesting to me about this 2.0 or 3.0 culture is that everyone is looking to make money (a noble endeavor that I fully support) but they are looking to make money in the same ways they always have not recognizing that we DO NOT live in the same world we always have. If we fail to recognize the actual patterns and trends in front of us, we'll never make money. If we approach it like we always have, we'll never make money. If however, we look at how things actually are, and are willing to experiment beyond the traditional container of advertising, we will eventually make money. In the process, if we experiment in the right way we will create a loyal customer base that talks to everyone about what we're doing, and that will make money.

Thanks again. Really appreciate your contributions

Mike Bonifer

John, thank you for the prescient post. You just sold a book.

Jake Yarbrough

Fantastic. Thought-provoking. Terrifying. Inspiring. Great post. I'll definitely be back to read again.


What I find of interest is that there is a certain shying away of traditional web advertising. You mention the death of the banner add and so I went to as many sites as I could find and saw that the banners seemed to lack the attributes as defined by Kevin Kelly. Moreover I have a notion that the e-mail will become the next information aggregator fro social network updates and that is all it will be used for...a dumping ground for all of your updates so you can save some and ditch the rest. I'm still waiting for RSS feds to be editable so I can dump the feed items I have no interest and keep interesting one around for a while.

Richard Stacy

Here is my take on the future of advertising - which I wrote March last year.

Jeff Popoff

Interesting thesis John, enjoyed reading it.

Jeff Popoff

Glenn Nicholas

John, in response to your list of things to seek out scarcity. Attention, reputation and talent are all good, yes. But maybe permission is even more important, likely to be the most valuable commodity online.

John Allsopp

An excellent take on the whole free/advertising/business models thing.

It's not just online industries that are being changed by such thinking - with even such capital intensive industries as air travel moving in part toward business models that drive low cost, or potentially free airfares - RyanAir being a well known example.

BTW, I can't verify this, but AFAIK, it was Jean Louis Gasee (Apple, then Be founder) who popularized, if not coined the term "shift happens".

thanks again


Kin Lane

It is funny how some individuals involved in companies affected by shifting have to find blame on someone else.

Rather than just realizing "Shift Happens".

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