Truth Is, Marketing Is Facing a Crisis

ICONOCAST takes a look at the problems facing marketers brought about by the new interactive online advertising options and dwindling response rates in all media.

Response rates are down all over!

It’s Oct. 27, 1994. In an industrial section of San Francisco freshly baptized “Multimedia Gulch,” year-old magazine start-up Wired is launching its first site, HotWired. Always on the bleeding edge, Wired had sold 14 advertisers on an exciting vision. But in its fervor to sell banners, HotWired promised advertisers clicks. In retrospect, that was a mistake.