Advertising doesnÕt pay if everyone chooses to skip the by the ad. The highway will offer alternatives. One might be software that lets the customer fast-forward past everything except for the advertising, which will play at normal speed. The highway will possibly offer the viewer the option of asking to see a group of commercials.
Predictor: Gates, Bill
Prediction, in context:In his 1995 book “The Road Ahead,” Microsoft CEO Bill Gates writes:ÒAdvertising doesnÕt pay if everyone chooses to skip the by the ad. The highway will offer alternatives. One might be software that lets the customer fast-forward past everything except for the advertising, which will play at normal speed. The highway will possibly offer the viewer the option of asking to see a group of commercials.Ó
Biography:Bill Gates, the most influential technology entrepreneur of the late 20th century, was the primary author of the prediction-packed 1995 book “The Road Ahead” and is the founder and CEO of Microsoft Corporation. (Entrepreneur/Business Leader.)
Date of prediction: January 1, 1995
Topic of prediction: Getting, Sharing Information
Subtopic: Advertising/PR
Name of publication: The Road Ahead (book)
Title, headline, chapter name: Chapter 8: Friction-Free Capitalism
Quote Type: Direct quote
Page number or URL of document at time of study:
Pages 170, 171
This data was logged into the Elon/Pew Predictions Database by: Guarino, Jennifer Anne