Hello

I posted this subject on another website, but I'll post it here to get things started.

More people demand less interruption in their lives from advertising/media, while at the same time want more interaction from others (think TiVo, although that subject has been beaten to death).

I recently read in 'Wired' about a new device that allows the user to turn off TVs anywhere, no matter what brand or who they belong to.

"Inventor Rejoices as TVs Go Dark" see http://www.wired.com/news/culture/0,1284,65392,00.html?tw=wn_1culthead

This isn't about time-shifting in order to watch a program at another time or in slow motion, but to rid public places of nuisance television. i.e. killing TVs in bars and restaurants to promote conversation. Plus turning off soap operas and daytime talk shows in doctor's office waiting rooms and other places will make it possible to read a book or magazine of ones choice (or write!) without being to forced to hear the TV incessantly grind away.

Apparently, passivity in the form of theater also has its critics, as more productions force the audience to participate beyond the few *lucky* people in the front row.

"The national anti-theatre" see http://www.guardian.co.uk/arts/features/story/0,11710,1330658,00.html

Here's another news story and a specific advertising example about what I mean. The author of a book for teens, along with his web designer friend, created a collection of essentially bogus websites that all center around a Squip. Read this New York Times article to learn more, see > Click to Open Web Page

Or Google "Squip"

Here's one paragraph from the New York Times article, "Mr. Vizzini's aim was to create a hook, not a hoax. "When we reply, we don't tell people it's not real in a 'Ha ha, we fooled you' kind of way. We say, 'It's not real, and we're sure you don't need a squip anyway, but we'd love for you to be a part of this,' " he says. "Then it's like, 'Ooh, now I'm on the inside.' That's what gets people interested: flipping from outsider to insider." Mr. Vizzini sends fans squip stickers and T-shirts , and invites them to post on the squip discussion board or add content to squip sites."

The point is this gets the people most likely to be interested in the book (and the movie can't be far away) to participate on the websites, put stickers in public places, etc.

Maybe not all products can be turned into this kind of viral promotion, but do you feel this is where advertising is going? And at what point will even this lose its ability to make an impact?

Finally, does any of this change the way you communicate your clients� messages? How does this change what you did five or ten years ago? What do you think?

Best always,

Rob