The Critical 'I'

Read. React. Repeat.

Sunday, February 23, 2003

THE ART OF THE AD DODGE
The life of a media consumer is one consisting of the constant dodge. Whether you're trying to get critical information out of the morning's Wall Street Journal, or just vegging out to an old Seinfeld rerun, you're going to get ads thrown in your face. And contrary to what ad industry professionals like to imagine, you don't particularly want to see any of them--you're primarily interested in consuming the content you came to see/read/hear. So, media interaction is often a matter of avoiding, or dodging, the advertising pitches you have to tolerate in order to get at what you want. As advertising becomes more pervasive with things like product placement, the dodge game becomes harder.

Of course, this is strictly from the consumer's perspective. Everyone knows that there is no real free ride, and that ad dollars pay for media.

Still, we can dream of a wholly ad-free environment. Some people do their best to experience this, between TiVo devices, pop-up killers and Web filters.