Joe Jaffe is frustrated after reading that, yes, upfront is supposedly on the upswing. That’s understandable…although to me, it’s not about numbers, its about the attitude that upfront is back. It never left. It’s just not as strong. And it isn’t bouncing back. But it still exists and it will continue to exist.
But what got me thinking was the larger conversation that was brought upon in the comments. Two things actually.
A debate began to develop between Tangerine Toad and Paul.
Paul says that “Advertising is dead – the advertising that bombards you with crap you don’t need and brands you don’t care about. Any online advertising that does this is also dead.”
Well, yeah. But when was this not true?
He then adds “people don’t mind being advertised to at all! As long as it is relevant, interesting and engaging (the key one being relevant).” Bingo!! I’d add as long as it’s convenient. Not too disruptive. We have come to expect that advertising can be disruptive to an extent. Especially when the content is free or cheap. But if we’ve gotta completely change our experience to deal with it, then it now sucks.
Toad however, is more absolutist. He calls out Paul, saying his view on advertising is a “clichéd mindless crock you should be embarassed to repeat.”
WTF?
Sorry, Toad, but your above-it-all blather doesn’t work. You contradict yourself a bit later by quoting Howard Gossage. “‘People don’t read advertising, they read what they are interested in”…To Gossage’s point, it doesn’t matter what media your message runs in so long as it’s interesting.”
Interesting. Compelling. Relavent.
I then headed over to Toad’s blog where he has a very interesting and insightful series going on, here, here, and here.
From Part 1…one thing he points out makes total sense…
“Yet to listen to all the self-appointed Web 2.0 gurus, this is the wave of the future, it’s a matter of years before every single American- nay every single denizen of the planet- has a MySpace site and that hanging out on MySpace will replace watching television and anyone who disagrees with them is a fucking Luddite.
Okay.
Only there’s one thing they keep forgetting: The whole world is not made up of people EXACTLY LIKE THEM.”
Yes, how true. Everyone uses Skype, has a blackberry, blogs, has profiles on MySpace and Facebook. And of course owns a Tivo.
So not true. Not everyone is an pioneer or an early adapter. Right on, Toad.
But what gets me is what he says later…
“most people aren’t living in a city they weren’t brought up in, thousands of miles from their closest friends. They’re living with spouses and children who actually get offended if they spend a few hours online, which is a solitary activity, rather than joining the rest of the family watching “American Idol.†Which mindless though it may be, is still a group activity.”
Hmmm…seems to me that Toad is making the same mistake as he accuses the Web 2.0 gurus. Making the assumption that everyone is like them. Which is exactly what the decision makers dedicated to the upfront are doing.
Comes full circle, don’t you think?
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Jonathan, I don’t think I know what you and Joseph are on about? What does “upfront is supposedly on the upswing” mean? How does one define “upfront?” How does Joe? How do you?
Sorry about that…
Upfront is a time period when the TV networks display their schedules for the upcoming season to major marketing decision makers. This gives top marketers the chance to bid on slots that they think would serve them well. Often the rates can seem to be favorable.
For the past few years, the upfront season has been less generous to the newtorks because the audience hasn’t really been as strong. But the industry still seems to be wedded to it. This year, the $$$ spent will likely be higher…leading to having some traditioal types saying that “Upfront is on the upswing”.
And Joseph and I are saying it’s more that marketers are stuck doing their traditional ways. Joe more than me.