Doc Searls reminder on Gaping Void

"there is no demand for messages"

From Doc Searls:

The bulk of advertising -- all $160 billion of it (which buys a lot of art) -- is a conversation between advertisers, media and agents for both. That conversation has enormous flywheels that were forged in the Age of Industry, and carry assumptions that are totally obsolete in a new age when the human beings we've been calling "consumers" are no longer dumb targets in a position only to absorb messages and displace cash.

Remember this essay's title? The main reason I got out of advertising and PR was this epiphany:

THERE IS NO DEMAND FOR MESSAGES

I concur with Doc. That being said, though there may not be a demand for messages per se, there's always going to be a demand for people who are better at selling your product [or idea] than you are.

And none of this is going to go away, no matter how evolved "The Intention Economy" becomes.

Posted by hugh macleod at 7:33 AM | Comments (1) View blog reactions