TechTV producer David Roos was recently complaining that it was my fault that CNET had to lay off many of its staff members. See, I’m one of the people Roos complained about who don’t click on any of CNET’s ads.
Frankly, like Jim Roepcke, I simply don’t visit CNET much anymore because, to put it bluntly, the site really sucks. It used to be on my list of sites I had to visit every morning to keep up with the cutting edge of tech happenings, but now it consists largely of rewritten press releases and comments on earnings and pricing of high tech stocks. Boring.
But even if I were visiting the site more often, I still wouldn’t click on the ads because advertising doesn’t work, and Internet advertising is the worst of the worst.
Joseph Sobran has an insightful article on the downfall of advertising. He’s concerned with radio advertising, but all of the problems he cites are even more prominent with web advertising.
Rather than tell me something interesting about a product, I see banner ads that leave me completely clueless. Either that or the ads are completely irrelevant. Why would I want to download a white paper from IBM, as a recent CNET ad urged me to do? As Sobran writes,
What makes commercials especially annoying is that most of them are so badly done. They don’t interest you in the product or give you any useful information about it. And they certainly aren’t entertaining. The harder they try to be funny, the worse they are.
I see the ads that people pay to place on my AnimalRights.Net and Overpopulation.Com web sites and most of the time I have to shake my head and wonder what the hell these people were thinking.
So what’s a wannabe profitable corporation to do when their lousy products marketed with lousy ad campaigns fail to interest anyone? Why blame it on the Internet infrastructure, of course?
The Los Angeles Times recently ran a much maligned article describing corporations who want to turn the Internet into a toll both in an effort to make money.
The worst offender in the story has to be Thomas Nolle, identified as a “New Jersey telecommunications consultant” who says,
The Internet is an important cultural phenomenon, but that doesn’t excuse its failure to comply with basic economic laws. The problem is that it was devised by a bunch of hippie anarchists who didn’t have a strong profit motive. But this is a business, not a government-sponsored network.
This may sound absurd (and it is, of course), but it is also conventional wisdom within the academic communications community. Most college-level communications textbooks, for example, defend cable monopolies as necessary to avoid market failure, and before the 1980s many of these same books and authors defended AT&T’s monopoly as necessary to avoid market failure. Is it any surprise at all that these nitwits are now turning their attention to the Internet and arguing that monopoly-style regulatory schemes are the only solution to avoid market failure?
It is worth remembering how AT&T secured its long-standing monopoly — it convinced the U.S. government to semi-nationalize the phone system during World War I on the grounds that having a stable, widely available phone system was in the interests of national security. Combined with long-distance rate regulation, the government did what AT&T had been unable to do after its patent on telephones expired: kill off the companies competitors.
The one thing I don’t understand, however, is why people get upset when sevice providers such as Excite@Home announces deals to place some third party content on internal servers to provide very high speed access to multimedia content.
Some people strongly object to this as “walling off the Internet,” but how is it any different than my cable system setting up a proxy server to speed delivery of third party content that is accessed frequently? Or downloading a multimedia file and placing it on my home file server for that matter?
As far as I’m concerned that’s the right way to create private Internets along side the more public Internet. Trying to build tollbooths in to the infrastructure of the public Internet, however, is the wrong way to do this.