Sponsoring email content has the targeting benefits of Web advertising without the interruption and usability problems caused by aggressive banner rotations. Shifting ads around makes them difficult to find, a usability no-no. In email, the ad is pushed out like the best of broadcast, but the user has control over how and when to respond, making this a more usable solution. When Web users complain about the invasiveness and interruption of online advertising, advertisers often try to justify themselves by insisting that interruption-based ads are necessary for the Web's commercial existence. But other media are offering user-friendly advertising and doing quite well at it.
Some magazines now put the table of contents on the first page, no matter what.
Many magazines put the page numbers of cover stories right next to the headline, making it easy to find the story that caught your eye in the first place. The Wall Street Journal has built its reputation and brand on low-key, restrained advertising, resulting in trust and readership. Many European channels have existed for years without commercial interruptions. Perhaps the mass of advertisers will start following these leads. Advertisers need to start considering that usability is essential, not counter, to their campaign success.