The future of media is the future of advertising; the future of advertising is the future of media … The design philosophies of digital media will exert a greater influence on traditional advertising than traditional advertising will hold over the design philosophies of the digerati. In other words, tomorrow’s soft-ads are going to reflect the values of the Net more than tomorrow’s Net will evolve into a digital regurgitation of today’s advertising.
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: ”The future of media is the future of advertising; the future of advertising is the future of media … The design philosophies of digital media will exert a greater influence on traditional advertising than traditional advertising will hold over the design philosophies of the digerati. In other words, tomorrow’s soft-ads are going to reflect the values of the Net more than tomorrow’s Net will evolve into a digital regurgitation of today’s advertising.”
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