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Jeff Jarvis - on why advertising is next

Jeff Jarvis Advertising NORTH
Jeff Jarvis writes on his blog about magazines, paywalls, the shrinking of ad dollars et al. The larger issue - in fact his underlying point - is when he says Advertising is Next he means that magazine publishers like Condé Nast will fail to convert their readers into revenue paying customers on the web. And it's not for lack of strategy..nor can they blame the Internet.

So ad people - what do you think?

From Jarvis's post:
Condé Nast is a house built on smoke and mirrors — that is, to say, on brand advertising. So it is astonishing to hear its CEO, Chuck Townsend, essentially toss the company’s business model out the window of the Death Star in what The Times frames as “a fundamental overhaul of the advertising-based business model.” This, folks, is surely the real product of the McKinsey studies undertaken at Condé, not a few magazines folded but a new strategy. In a phrase:

Advertising is fucked.

I’ve said that Rupert Murdoch’s paywall is also essentially his surrender of any hope that advertising can be grown or even maintained. He gave up and shrank like George Costanza’s privates. It’s one thing for the dirty digger to give up on car ads. It is quite another for Condé to go off its diet of Madison Avenue and Seventh Avenue in favor of a parking meter.
The company plans — like Murdoch — to try to suddenly get new money from consumers who for years — long, long before the internet — have been accustomed to almost-free content: $1-per-issue luxe magazines that cost probably four times that to produce and distribute (not to mention the tens of dollars it takes in marketing to acquire that subscription with advertising and schwag — a purse for Glamour readers or the fabled sneakerphone up the street at Sports Illustrated).

Read the whole post here.

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