The wages of punditry
Wednesday, May 3rd, 2006
Last fall I was spouted off in ClickZ about the elite intellect of the average blog reader.
“Influentials are skeptical, cynical, and are the biggest pain in the ass around,” [Henry] told me. “People trust them because they’re doing their due diligence. So don’t create ads with babies doing jumping jacks and expect them to respond. Create advertising that’s honest and connects with the audience.”
So my friend Beth Kirsh, who is a marketing director at LowerMyBills.com (the fountainhead of “babies doing jumping jacks” ads) asked the art department to give me the treatment. Voila.
Apparently, LMB.com has spawned its own fan blog, LowerMyBillsWatch, which keeps up with LMB’s surreal messages. So maybe the jumping babies DO appeal to cynical elites.