A Quote by Marshall McLuhan
During the Second War, the U.S.O. sent special issues of the principal American magazines to the Armed Forces, with the ads omitted. The men insisted on having the ads back again. Naturally. The ads are by far the best part of any magazine or newspaper. More pains and thought, more wit and art go into the making of an ad than into any prose feature of press or magazine. Ads are news. What is wrong with them is that they are always good news.
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In our case, we focus on quality, and we have a very simple model. If we show fewer ads that are more targeted, those ads are worth more. So we're in this strange situation where we show a smaller number of ads and we make more money because we show better ads. And that's the secret of Google.
'Ms.' always flouted the rules of the ad world that say, especially for products directed at women, that the ad must be connected to the editorial. You don't have food ads unless you have recipes. You don't get clothing ads unless you have lavish fashion coverage. We never did that; every other women's magazine does.
When you're reading a newspaper and you're seeing ads on the page, it's not kind of invasive. Like, it's on the page next to the article. You can look at it or not. You can turn the page when you're ready. On the internet, the ads - many of the ads - just are so controlling. They insist that you see them.
Any expensive ad represents the toil, attention, testing, wit, art, and skill of many people. Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.
I don't think anyone would object to Facebook selling ads or having ads directed at me, as long as people didn't think those ads were manipulated by personal data.
I always believe that if you're looking at a magazine and I'm one of 40 ads, I - in effect - get one-fortieth of your attention. But if, when you close that magazine, you're still thinking about my ad, I've got a lot more than one-fortieth of your attention.
Before I really became interested in fashion, all I would look at in a fashion magazine was the ads. It only dawned on me recently that just looking at the ads really doesn't teach you everything you need to know about the fashion world.
In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.
I've done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they're going to be compared directly against other ads.
Back when I was a kid, I used to tear pages out of magazines and stick them on my bedroom wall - I had the Eternity ads on my wall and the CK One ads. My whole childhood, those were on my wall, and cut to 20 years later, being asked to be the face of one of Calvin Klein's new fragrances is kind of surreal.
Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.
I have to match wits with the ads. Like, there's pop-ups that, like, move around and you have to chase them like it was a video game or something. And then there's ads where, like, you know, the X to, like, close the ad screen is so kind of small that you can't find it and you have to actually go looking for it. And so I spend all my energy - instead of, like, absorbing what the advertiser wants to communicate to me, I spend my energy trying to figure out how to defeat the ad.
Using realtime ads, even mortgage companies can create ads that matter to you right now.
An electronic paper has infinite space because you can bring forth as much content as a reader wants. And the resolution of ads is very high. And when you touch the ad you can interact with the advertiser and the paper will take you to the advertiser's Web site and you can get more information. So ideally there should be a better connection between the ads you're shown and what you're actually interested in.
I think that the best approach would be if the American people ever insist that we cut down on the massive amounts of money that moves into the campaigns from special interest groups, and if we resist publicly by saying "No more negative advertisements that destroy the reputations of one's opponents." In the meantime, just don't pay any attention to negative ads, if you can avoid them, and try to focus on the issues.
I showed what I can do with butter, right? Eighty-five percent increase in sales. I'm very proud of them Country Life ads. They were funny and clever and classy like the Toblerone ads I grew up with.
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