Mind the Gap
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Transcript of Mind the Gap
Mind the gapThe new digital divide
Clo Willaerts, Gent, 25 Nov 2008
Clo Willaerts?
Sanoma Magazines Belgium
http://www.bnox.be
brusselsgirlgeekdinner.be
Short history of advertising
wall and rock paintings
papyrus
signs on the street
town criers
15th-16th C: handbills
17th C: weekly newspapers
Paid advertising as a revenue model
June 1836: French newspaper La Presse is the first to include paid advertising in its pages
lower its price
extend its readership
increase its profitability
The formula is soon copied by all titles.
P.T. Barnum
Life of P.T. Barnum (1854)
The Humbugs of the World (1865)
Struggles and Triumphs (1869)
The Art of Money-Getting (1880)
Sex sells
J. Walter Thompson in 1911
sales soared in the following decade
the first ad to use sex appeal in modern advertising
Edward Bernays: the engineering of consent
Crystallizing Public Opinion (1923)
Propaganda (1928)
Engineering of consent (1955, contributor)
Google Video: “The Century of the Self”
1992: World Wide Web
The digital divide
“the troubling gap between those who use computers and the Internet and those who do not”
came into regular usage in mid-1990s
mainly used by politicians
Web 2.0: Decentralised publishing model
Web 2.0: The egosphere
Blind and blocking
Classic horror story #1
Classic horror story #2
The new digital divide
power shift: who’s in control of what gets published?
money shift: ad spendings
divide: advertisers <-> target group formerly known as the audience
Power shift: embedded publishing
Social media: but where’s the money?
Found it.
2009: recession?
Nick Denton: “From conglomerates to internet ventures, executives should be planning now on a decline of up to 40% in advertising spending during this cycle. Instead they’re sleepwalking into economic extinction…”
http://nickdenton.org/5083616/a-2009-internet-media-plan
Listen. Learn. Play.
Optimise.
If it fails, kill it quick
Rinse. Repeat.
Thank you
http://www.bnox.be
http://www.brusselsgirlgeekdinner.be
http://www.twitter.com/bnox
http://www.slideshare.net/bnox/
http://www.linkedin.com/in/clowillaerts