A Quote by Gavin McInnes
I started noticing a lot of big companies are bored with ads; they feel sort of lost in the advertising world. They're not into magazines anymore.
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The record labels used to spend money on advertising, and social media has replaced that entirely - it's putting magazines out of business. It's put big companies into completely reinventing their strategies.
When we first started our internet company, 'China Pages', in 1995, and we were just making home pages for a lot of Chinese companies. We went to the big owners, the big companies, and they didn't want to do it. We go to state-owned companies, and they didn't want to do it. Only the small and medium companies really want to do it.
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 never worked in advertising - my experience was as an editorial designer for magazines - but you could say, in the bigger picture, that magazines are vehicles for colour advertising.
A lot of advertising has gotten worse. I think it's kind of lost its nerve, to be honest with you. I feel like the advertising of the '60s, they were nervier. You know why? Because there was less at stake.
We run all kinds of ads, as long as they are clearly marked as advertising when there's ever a question. I think advertising is advertising. If it's 100 percent clear what it is, then, with certain exceptions, I can live with that.
When I started publishing, I got offers to write for big magazines. But I would always say, "Well, it's not that I don't want to write for these big magazines, but you can't edit it."
I started to change. It was sort of a restaurant mid-life crisis, you could say. I lost a lot of confidence, not so much as a father or as a friend, but as a boss, as a chef that's to make decisions throughout the day all the time. I just slowly started burning out. Once you lose your confidence like that, you start being angry in the kitchen. I couldn't recognize myself anymore. I started writing the journal. It was never meant to be a book, but the editor at Phaidon read parts of it. As editors do, I guess.
When you think about Uber and Airbnb and the other companies that are turning things upside down, Uber isn't big 'cause they ran a lot of ads. They're big because someone took out their iPhone and said to their friend, watch this, and pressed a button and a car pulled up.
The first ads for medical marijuana have started airing on television in California. The ads are quite expensive. It costs a lot of money to buy 30 seconds during 'Spongebob Squarepants.'
Ever since I was a little kid, I got bored, so I learned to sing, and I started singing lessons. And then anytime I was bored, I would start writing and start messing around on my computer, making beats. Then I got bored and started making YouTube videos; that changed my life in a big way.
I don't want to kill ads. I think advertising is great, and I'm very aware that there's multiple revenue streams in television, subscription and advertising. But I also don't want to put my head in the sand, and I think the world is changing.
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.
Client companies and advertising agencies are old-world-order places. The systems and processes and structures come from a time when you shot the TV commercial, then you did the print ads, then you did everything else - including the website. Everything has changed, but the systems haven't.
Advertising holding companies used to boast about their share of the advertising market. Now they are proud of how much of their business is not in advertising.
Journalism continues to go south, thanks to big media and its strangulation of news, and there's not much left in the way of community or local media. Add to that an internet that has not even started thinking seriously about how it supports journalism. You have these big companies like Google and Facebook who run the news and sell all the ads next to it, but what do they put back into journalism? It isn't much.
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