Lawrence Lessig passes by on a float drawn by free-range chickens.Although I do take issue with a few parts of the essay. The claim that the Internet is essentially a "California idea" only makes sense if you don't know much about the development of the Internet, which was driven in large part by people steeped in the MIT hacker culture and the companies that it spawned along Rt. 128. The first generation of we now regard as 'Internet culture' was born in the minicomputer era.
This seems implausible: could perpetually rationalizing, efficiency-maximizing capitalism really have misjudged the efficacy of print advertising for more than a century?The problem was that, pre-Internet, pre-demographic targeting, context-sensitive ad placements, advertising just wasn't that good. Although you could be a little selective through your choice of publication (the Times, SI, and Glamour have always had very different ads), at the end of the day it was mostly about putting it in front of a lot of eyeballs and hoping it had an effect. It sucked, but it was the best there was. It shouldn't come as much surprise that as technology has allowed advertising to become more effective, more highly targeted, and more measurable in terms of its effect, that the collapse of old business models has been precipitous.
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Sorry, couldn't resist :)
posted by No Robots at 11:01 AM on May 4, 2010 [3 favorites]