Financial crisis will drive online advertising

What a time to live in! Since the publishers took over the media world from the printers over 400 years ago, (which Peter F. Drucker describes in the new enterprise), they have determined public communication. Not only that they measured their importance by counting eyeballs. It did not matter that the heads behind the eyeballs ever bought anything- the publishers maintained their monopoly of advertising anyway. Enter online performance marketing and a financial crisis to boot, and this eyeball marketing is now threatened to extinction. The new mantra is now if you can’t measure the buying power or the Return on Attention (ROA), then why bother, it’s just spam.


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