In the more traditional advertising realms (remember, Recruitment advertising, although it is a cash cow, is considered a backwater), bigger more intrusive advertising is seen as the wave of the future. Or, as we like to say, when you can't be effective, be louder. So, much noise is being made about interstitials (automatic pop-up windows), daughter window ads (opens behind your browser) and other forms that use intrusion to achieve results. We think they'll be popular until they run out of steam.

That's how it is in the advertising world. The opposite of what works today is always heralded as the future. In the absence of solid thinking, noise is often substituted for message. Shock value, the hallmark of high-end ad campaigns, appears to be the standard alternative to focused message delivery.

It's fascinating to watch our end of the world. Declining ad effectiveness is blamed on a variety of things but never the form of ad itself. Do you see any one of the major job boards innovating the basic idea of their service? No. Is effectiveness in decline? Yes.

We're standing on the verge of the next big thing, waiting for a vendor to say something besides "customers are too stupid to buy something new."

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