Thursday, October 20, 2005

Can you solve the Chaos Scenario?

Bob Garfield's Chaos Scenario portends a period in the near future as we move from a broadcast analog media to narrowcast (i.e, Long Tail) digital media will be fraught with confusion and peril because we have not yet devised a robust method of paying for content in an age where information wants to be free. While media moguls fret about their content being pirated by college students, advertisers worry how their messages will reach consumers in a user directed, on-demand world.

Although the Internet and the Web have been commercialized for a decade, there has yet to develop a technology or platform that can effectively absorb the billions of dollars spent currently on network and cable TV and in Print. With just over 6 percent of ad dollars spent online, consumers are already bombarded by pop-ups, spam, spyware/adware, and ads that takeover screens and obscure content. Is it any wonder that consumers have installed pop-up blockers, spam filters, and antispyware software in droves. Unless something is done to mediate the interests of advertisers, publishers, and consumers amicably, pouring more dollars into Internet advertising will just frustrate consumers as advertisers try even more intrusive ad tactics to offset falling clickthrough rates.