There’ll be a nice market in software that screens out the junk and highlights what PDA owners want. Advertising – not just innovative technology – may be the best hope to turn PDAs into the next major medium.
Predictor: Schrage, Michael
Prediction, in context:In a 1994 article about advertising in the digital age for Wired magazine, Michael Schrage, an MIT Media Lab fellow and columnist for Adweek magazine, writes: ”If PDAs are as successful as their proponents pray they’ll be, they’re going to generate a tremendous demand for instantaneous communication and information. Wherever you find a technology mediating instantaneous communication and information, you always find commercial sponsors. Just ask QVC’s Barry Diller. No doubt, many PDA digimercials will prove to be the annoying equivalent of junk mail and those idiotic automated telemarketing calls. But so what … there’ll be a nice market in software that screens out the junk and highlights what PDA owners want. Advertising – not just innovative technology – may be the best hope to turn PDAs into the next major medium.”
Date of prediction: January 1, 1994
Topic of prediction: Getting, Sharing Information
Subtopic: Advertising/PR
Name of publication: Wired
Title, headline, chapter name: Is Advertising Dead? Adviruses, digimercials and memegraphics: The Future of Advertising is the Future of Media
Quote Type: Direct quote
Page number or URL of document at time of study:
http://www.wired.com/wired/archive/2.02/advertising_pr.html
This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney