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Archive for February 21st, 2008

QOTD: If your aim is to change the world …

Thursday, February 21st, 2008

“I still believe that if your aim is to change the world, journalism is a more immediate short-term weapon.”
— Tom Stoppard

What do Ohio.com & IndyStar.com have in common?

Thursday, February 21st, 2008

They both annoyed the hell out of me tonight. And they did it with the help of the same Key Bank ad.

I need to update my ad block software or something, because almost or perhaps even more annoying than little green underlines on my articles is an ad that moves my page around so I can’t click or even focus on the actual content. Not only that, but you are allowing advertising to dominate the majority of my screen — including the content I actually came to see.

I took both these screen shots tonight to demonstrate exactly what news sites SHOULD NOT be doing with advertising. (Click the thumbnail for bigger pictures.)

Ohio.com/Akron Beacon Journal:
ABJ annoying key bank ad

and the Indy Star:
Indy Star annoying key bank ad

If I had to make one cardinal rule about online advertising it’s this: Do not, under any circumstance, annoy the reader. They may leave and not return.

You may get my attention, but this is a bad thing. I am forming a negative association with your brand and your company. Now, for instance, when I see Key Bank fliers, mailings, advertisements, etc. I am going to associate it with being annoyed. I’m therefore going to be even less likely to patronize your business or products than if you’d just sat there nicely and conned me into clicking with words like “$100 free for opening a checking account.” This is not exactly what you were going for was it? I didn’t think so.