The title is related to my previous post, about how things are changing.

However, there are some things that stubbornly refuse to change. One of those is advertising. I recently purchased the last 40 years of the x-men since the first comic was published. Its been an interested read, and I’m now at the 1980 series. But one thing I noticed is the very large amount of ads in the comic. Issue 137(infamous for many, many reasons), has, across the top, a banner ad promoting a contest to win $2500. Then, in the comic itself are over 16 full-page, colorful ads. Several of the ads are mini-stories featuring other Marvel heroes, defeating criminals by using candy, or Hostess Twinkies. One two-page full-spread advertises back-issues of various comics.

The comic itself is 54 pages, of which, as stated, are 16, with a banner ad taking up 1/5th of the page. That is a full 30% of the comic! Gee… does that sound familiar to anyone? For example, the percentage of each hour given over to advertising during prime time hours is between 27% and 35%. Or, on web pages, with a 1/5 of the spread of each page given over to a banner ad, and then Google ads on the side for another 10-20%.

People think the web is absolutely saturated with ads. In reality, it was under-saturated, but it is quickly reaching the point where most other mediums stop. Some websites cross that limit(like PC Pro), where a good 60-70% of the page is direct and indirect advertising. Some websites have no advertising, and so this balances it all out.

It is an interesting historical perspective to realize that one of the biggest media booms of the 70′s and 80′s, aside from TV and music, was absolutely draped in ads. And the worst part is, these ads are just as ridiculous as that childrens book with Lex Luthor stealing forty cakes.

Take this frame. Even in context it makes no sense.

How is this supposed to work?

So be happy with have punching bag monkey ads, and ads filled with malware. At least they make sense. And, they can be blocked.