No more us. Just me and you.

Living Room 1


In the 50’s and 60’s, when there were just a few TV (and radio) stations, everyone watched the same show. In the 70’s and 80’s when second TV sets became common – adults watched one show while the kids watched another.

The media revolution of the 80’s also saw many other new or improved media options including backlit outdoor, TV cable-casting (versus TV broadcasting), an explosion of ethnic newspapers, magazines, radio and TV, as well as FSA targeted newspaper inserts and addressed direct mail. 

Each of these media promised, both clients and their ad agencies, a cheaper, more effective manner in which to convert ad exposures to sales.

As a traditional Media Director, my objective was to reach as many brand target group members as possible 3+ / week for as long as possible, within budget. “Media Fragmentation” enemy #1.

When there were only a few TV stations, in the 50’s and 60’s for example, it was very easy to speak to the whole family a few times a week; especially because there was only one TV, and no TV remotes, or recorders – so you had to sit through the whole show, and the commercials, in real time. In the 70’s, 80’s and 90’s audiences per show fell and the cost per thousand [CPM] rose. Ad agency media departments devoted more and more time listening to the media sales pitches from other media. We were looking for other viable, effective, and more affordable media options to enable our clients to keep their brand stories in front of their audiences.     

On October 23, 2020 all that changed. Google had launched the first ever self-serve online advertising platform – Google Adwords, and began to take market share from all other media – worldwide. By 2023 Google Ads contributed over US$220 billion in revenue to Alphabet Inc. 

Google Adwords took share quickly because the “pay-per-click” model did away with all the other [traditional] media’s “audience estimates” that traditional media used to estimate their audience, ad exposure potential and their advertising rates. 

With ad-words you only paid IF the audience “clicked” on your ads. While books have been written on the pros and cons of Google’s business model. The two bottom lines are these:


Thanks to Google AdWords, today Alphabet Inc. is one of the world’s 5th most valuable company. It was founded in1998; just twenty-six years ago.


Google has siphoned off the primary source of revenue from all other media in the world. 

So – what’s next?

When Adwords and the social media equivalents were launched, in the early 00’s, each medium offered broad internet reach. 

Today each of us sees a narrow and very biased slice of the entire online world because our exposure is constantly being ‘curated’ by the social media or www search engine we’re using. Their AI and algorithm’s are employed to improve the click-thru-rate on the ads that they served up based on our past online history. Two people living together in the same space now experience two difference realities online.

Here's what AI has to say about itself.

“The future of social media is an exciting and dynamic landscape, with several trends and developments shaping how we interact, connect, and consume content. Let’s delve into some key aspects that will influence the future of social platforms:

1.   AR-based Shopping Experiences:

  • Social media apps like Facebook and Instagram are increasingly integrating e-commerce into their user experience.
  • Augmented reality (AR) allows virtual objects to be overlaid onto real-time video or pictures. Imagine trying on clothes virtually using your smartphone camera.
  • Snapchat has already ventured into AR-based shopping, collaborating with fashion giant Gucci. Expect more features in this space soon.

2.  VR Communication:

  • Virtual reality (VR) immerses individuals in a digital world using headsets. While we already communicate via text, voice calls, and video calls on social media, VR could take it to the next level.
  • Meta (formerly Facebook) has been exploring VR spaces within its network, hinting at a future where we can virtually “be” with friends and family.
  • Influencer Marketing Shifts: Brands are increasingly relying on influencers, especially micro-influencers, rather than celebrities. Authenticity and relatability drive engagement, making micro-influencers valuable partners for brands,

3.  Visual Content Dominance: including images and videos, will continue to dominate social media.

  • Platforms like Instagram, TikTok, and Pinterest thrive on visual storytelling, and this trend will persist.

4.  Personalized Content:

  • Algorithms will become smarter, tailoring content to individual preferences.
  • Expect more personalized recommendations, ads, and experiences based on user behavior and interests.

6.  Integration into Daily Life:

  • Social media will seamlessly integrate into various aspects of our lives.
  • From work collaboration to entertainment, expect social platforms to be omnipresent.

The future of social media is ever-evolving, and these trends will shape how we connect, shop, and engage online. Stay curious and adapt to the changes ahead!”

"My" individual experience is enhanced at the expense of “us”.

This is a related traditional media test . . . 

This is what a newspaper office of the 60s and 70’s looked like.

Now, who can tell me who the woman being interviewed is?