What does Seth Godin think of advertising? Is it unnecessary? Here is his answer from a blog post at Real Time Advertising Week
“Not unnecessary. Gradually becoming obsolete, though. The cost of the ads goes up, the impact goes down. How can it not? Once people get a TiVo and a Facebook account, the way they allocate their attention changes. And that means the people you most want to reach don’t necessarily want to be reached.”
His answer has been on my mind since I read it. Advertising is “gradually becoming obsolete?” How does someone who works at a company that runs on advertising revenue react to such a statement? A few possibles:
- Seth Godin is a smart guy and he’s been right more than he’s been wrong so we’re fucked
- He’s right but it’s going to take a lot longer than he thinks it will
- He’s partially right. Some advertising is becoming obsolete, but not the advertising that drives our company
- Advertising is changing and we might call it something else but companies will always be willng to pay to to reach their customers with selling messages
- He’s wrong. Advertising is here to stay. Period.
Did I miss any?
Frankly, to even wonder about this feels… heretical. Like questioning the flatness of the earth. I’ve written ads; I’ve voiced and produced ads; I’ve helped sell ads. Always taking it as a matter of faith that they worked. If they didn’t, why are businesses buying all these commercials we air on our (pick your medium)? And that they’d always be around.