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October 5, 2006

'We don't believe in forcing people to watch something' — Chad Hurley, CEO of YouTube, in Episode 2 of 'Contempt for the customer is not a brand building strategy'

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In this past Saturday's New York Times Business section interview with Saul Hansell, Hurley had much to say, all of it most refreshing to me and my ilk.

The thing that tickled me most was his company philosophy, as quoted in the headline above.

As noted in this space on September 16 in Episode 1, the cram-down model of advertising is dead.

As of now, every single TV commercial — and website page that flashes onto the screen and says, in faint, teeny tiny mouseprint in the corner, "Click here to skip advertisement" — is a zombie, evidence that those upstairs in the corner offices haven't a clue as to what to do.

Just as GM and Ford will continue to sell lots of cars in years to come as they slowly wither away, so will TV commercials be with us for the indefinite future.

But just as GM and Ford represent the past, so do the Bud Light and Gillette Fusion ads and their brethren represent a fading business model whose disappearance will accelerate in concert with the increasing pervasiveness of high-speed wireless internet access on any screen, anywhere, anytime.

Count on it.

October 5, 2006 at 12:01 PM | Permalink


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