The electronic newspaper will be a far more effective advertising medium than current newspapers, televisions, or home-shopping schemes. Rather than trying to trick the reader into watching the ad, the newspaper will merely present the ad in a part of the paper frequented by likely customers. Viewers who are seriously interested in the advertised item can click on it and open up a more detailed presentation; or they can advertise their own desire to buy a product of particular specifications.
Predictor: Gilder, George
Prediction, in context:In an excerpt from his 1994 book “Life After Television,” George Gilder addresses the future, criticizing the network approach that uses the ideas of television for its basis:”The electronic newspaper will be a far more effective advertising medium than current newspapers, televisions, or home-shopping schemes. Rather than trying to trick the reader into watching the ad, the newspaper will merely present the ad in a part of the paper frequented by likely customers. Viewers who are seriously interested in the advertised item can click on it and open up a more detailed presentation; or they can advertise their own desire to buy a product of particular specifications.”
Biography:George Gilder was a pioneer the formulation of the theory of supply-side economics. In his major book “Microcosm” (1989), he explored the quantum roots of the new electronic technologies. His book “Life After Television,” published by W.W. Norton (1992), is a prophecy of computers and telecommunications displacing the broadcast-TV empire. He followed it with another classic, “Telecosm.” (Futurist/Consultant.)
Date of prediction: January 1, 1994
Topic of prediction: Getting, Sharing Information
Subtopic: Advertising/PR
Name of publication: Life After Television
Title, headline, chapter name: Life After Television
Quote Type: Direct quote
Page number or URL of document at time of study:
http://www.moliere.byu.edu/digital/life_tv.html
This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney