Now go and post this with your byline to your favorite news wires, newsgroups, or discussion lists, or anywhere else you can think of. You're well on your way to being an insightful, trend-predicting business journalist. It's hard to argue with a stack of negative press articles five feet high, even if they're all misguided attempts to explain the same problem. With enough negative reinforcement, the death of online advertising could become a self-fulfilling prophecy. If truth be told, online advertising is as effective as it's always been.
Many traditional advertisers are understandably hesitant to make the same mistake.
The majority of online advertisers measure only a small sliver of their online advertising's effectiveness. Read some of my past columns for solutions to this problem. This problem can be solved only through an equally impressive barrage of online advertising success stories. I hate to keep mentioning week after week that widespread dissemination of case studies is the best solution, but this issue has never been as important to our industry as it is right now. For more information, please visit the Mezzina Brown web site.