IMUS, ADVERTISERS & CHOICE

What does the firing of Don Imus for inappropriate remarks have to do with performance advertising?  Look at it this way: Cost per Lead and other performance programs are about choice or opt-in.  Traditional media are not.

In the Imus debacle, the sages of MSNBC and CBS made choices for consumers – without really consulting them.  A few advertisers bail out.  A few hypocritical leaders express outrage.  And the corporate decision-makers capitulate.  In the Imus mess, a legacy of good works – including skewering the hypocrites – is tarnished.

This is not democracy.  Consumers (listeners and viewers) had no vote.  Decisions were imposed upon them by advertisers and broadcasters.  Perhaps the good news is that this is probably the end of an era.  As online media and performance advertising grow, advertisers will need to listen to the voice of the consumer to build loyalty and business and stop running for cover.   People can opt-in or out for offensive speech or political clarity – and they’ll appreciate advertisers that don’t make decisions for them.

Comments

[chuck]

This is spot on.
Check out this guy's take: http://www.unboundedition.com/content/view/244/50/