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Feb26
Let's get social... But kill the ads!

I don’t want to be a wet blanket here, but I am getting a little suspicious about this great “Social Networking” bandwagon everyone, particularly the analyst community, is jumping on right now. A new report by Piper Jaffray "The User Revolution" claims users are going from simply exchanging information, to sharing information, ideas, content and entertainment, all within a social context, as part of a process dubbed "Communitainment." (I love the way these guys bastardize the English language) They say that as Communitainment grows, users will move from traditional media forms, to spending more time with niche internet sites, and they estimate that half of all media consumption over the next decade will be Communitainment. Based on the average analysts forecasting track record, I’ll wait and see. As they also point out content is created and shared by users. So, it's a closed system and advertisers have to find a way to get into it. But once you get in, you're actually part of the family." What they seem to miss is that most social networks are inhabited by people trying to avoid advertising. That’s why they create their own content. So, even if “Communitainment” does grow, it will be at the expense of advertisers.

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All this "Communitainment" is giving me a headache!

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3 Comments/Trackbacks




George,

A little quick look around after reading this the first time told me a couple of interesting things. MySpace 68% to 71% of the users are now 25+ Xanga.com 20% are 12 to 17 and Facebook the great college age place to play around 34% are 18-24.

Now that looks like to much work and trouble to figure out who is reaching what this week, and then next week, and it will change the next week. Then I have to figure out what the real numbers are. The best advertising buck is spent other places.

Cheers

Roy

George,

Commercial avoidance is definitely a goal in much of my internet use. (Though, as more videos become embedded in online video, it may be harder to avoid ads online using TiVo on traditional TV.)

I think we're in a good time right now -- where internet ads are relatively avoidable. But, I expect this to become harder and harder.

- Alyssa

George,

Commercial avoidance is definitely a goal in much of my internet use. (Though, as more videos become embedded in online video, it may be harder to avoid ads online than using TiVo on traditional TV.)

I think we're in a good time right now -- where internet ads are relatively avoidable. But, I expect this to become harder and harder.

- Alyssa

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