Pin It
Favorite

Bomb Garden 

by LUKE BAUMGARTEN & r & & r & I Want My Nominee & r & & r & In an article that I'm sure no one in the world read unless they were pointed to it by arch-conservative bloggers, AdWeek ran a story about how MTV is now, for the first time ever, going to accept "political advertising that is national in scope."





No political action groups, just the candidates. Barack, McCain. Nader maybe, if he doesn't feel like he's played the race card on a large enough stage. Comments on the AdWeek piece were pretty shrill, every other post or so suggesting that MTV -- that great bastion of liberal-ness (which, in conservative circles, is code for "moral decay") -- is only running political ads now because it has a candidate to stump for, Obama. The vast left-wing conspiracy theory is as popular as ever.





I have another theory, though. I call it the Vast Advertiser Hemorrhage Theory. Here's the kick: MTV just started tracking advertiser ratings -- how many viewers stick around to watch commercials. Their numbers aren't good. One in five of their viewers -- notoriously fickle, multi-tasking tweens and twenty-somethings -- bolt as soon as Avril Lavigne gives way to Sara Lee.





Back in the way back, when MTV was still about rock 'n' roll and it had a kind of magic cachet, the network didn't have to worry about kids turning because, hell, what were they going to turn the channel to? The cool of the world revolved around the network, its videos, its VJs, and -- most of all -- the lifestyle it sold.





Now that MTV has gone from being a proactive tastemaker to a reactive dreck recycler - force-feeding "reality" rather than soft-selling fantasy - it no longer has its uncanny force of authority. It needs a hook to keep people from switching over to The Soup until The Hills comes back on. They're trying a number of innovative things like Pop-Up Video-esque advertising boxes, but there's really nothing slyer than inviting the hippest political figure since John F. Kennedy to put 30-second spots on your network, then getting him to pay you for it. Pretty brilliant.
  • Pin It

Latest in Comment

  • Women's Movement
  • Women's Movement

    The Zags are thrilling their fans and filling the stands in a way few women's programs are anywhere
    • Dec 17, 2014
  • Cultural Warrior
  • Cultural Warrior

    Publisher's Note
    • Dec 17, 2014
  • Sorry, Senator Risch
  • Sorry, Senator Risch

    But transparency isn't the problem with torture
    • Dec 17, 2014
  • More »

Comments

Subscribe to this thread:

Add a comment

Today | Tue | Wed | Thu | Fri | Sat | Sun
A T. Rex Named Sue

A T. Rex Named Sue @ Mobius Science Center

Tuesdays-Sundays. Continues through Jan. 4

All of today's events | Staff Picks

More by n/a

  • Iron Upgrade
  • Iron Upgrade

    The new one is smart and funny and action-packed, and it’s bigger and better and sleeker. And Downey does it again, this time ramping up Stark’s arrogant wisecracking, telling anyone who’ll listen (mostly women) that, via the creation of his powerful Iron Man suit, he’s brought years of uninterrupted peace to the world.
    • May 12, 2010
  • Seeing Gay
  • Seeing Gay

    A festival showing GLBT from all angles
    • Nov 9, 2009
  • Get Out the Vote
  • Get Out the Vote

    With all the uncertainty in the world these days, hot wings and cold beer are two things we can get behind
    • Nov 9, 2009
  • More »

Most Commented On

  • Game Changer

    Since Condon became mayor, Jan Quintrall has been responsible for some of the biggest changes in the city of Spokane — and some of its biggest controversies
    • Dec 17, 2014
  • Let Us Breathe

    Spokane joins national protests over the failure to indict white officers for killing black civilians
    • Dec 10, 2014
  • More »

© 2014 Inlander
Website powered by Foundation