The Web is not an “advertising” medium

Here’s the latest in my ongoing series of essays, Local Media in a Postmodern World. As of this week, the essay series is now ten years old!

The Web is Not An “Advertising” Medium

Over the next couple of weeks, we’ll be bombarded with canned “what to expect in 2013” predictions. I normally engage in this myself, but I’m undergoing another one of Life’s passages, so I think I’ll skip it this year. Instead, I want to offer a thought piece on the state of advertising and the Web, because I’ve come to the conclusion that, in terms of garden variety advertising, the Web simply sucks.

In a way, you could say this is about 2013, because I don’t think it’s going to be a very good year for legacy media shops and the Web. Legacy media sells audience, and the Web doesn’t play well with audiences. There’s been a hint of this in the news winds of late, but I’m actually going so far as to say it doesn’t work.

This is serious business, for Madison Avenue depends on audiences in order to, well, BE Madison Avenue. Welcome to the total disruption of advertising.