As Bill Gates plans to buy Yahoo for the advertising…

Seattle blogger Todd Bishop reports his Sermon on Media. He says that reading will go ‘completely online’ and yet, he seems not to understand the drawbacks of computer display technology. Quote from Todd’s blog:

In fact the only drawbacks of the digital form are the things associated with the device: how big is it, heavy is it, how many hours of power does it have, how much do I have to spend to buy it? But those are things that once you achieve that threshold, in terms of the convenience and the cost, then you see a dramatic change in behavior. Today, for people who read newspapers and magazines, even the most avid PC user probably still does quite a bit of reading on print. As the device moves down in size and simplicity, that will change, and so somewhere in the next five-year period we’ll hit that transition point, and things will be even more dramatic than they are today.”

Well, yes. He’s obviously done some homework! But has he done enough? Does he really understand e-paper?

On the printed page vs. the screen: “Reading is going to go completely online. We believe that as we get the smaller form factor, the screen has gotten good enough. Why is reading online better? It’s up to date, you can navigate, you can follow links.

Yeah, sure. And the resolution is a fifth of even poor newsprint; and you can’t pick the screen up and hand it to a friend to laugh over, and you can’t lie down and hold it above your head, and if you don’t read fast, your battery runs down and all the print vanishes.

The ads in the online reading are completely targeted as opposed to just being run-of-print, where many of the readers will find them completely irrelevant. The ads can be in new and richer formats.

Again, he’s assuming PCs. But not all display technologies can cope with these “new and richer formats” and (more to the point!) these new and richer adverts can be blocked!

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