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Hey, it’s me here, the ad guy. I just wanted to write to you to say that I love you. This might be a bit creepy, totally understandable, but don’t worry. I know that usually this is one-sided love; journalists don’t tend to love ad guys, but that’s fine. It’s natural and good. If you’d started to love ad people too much, it might make you a bit biased, and then you wouldn’t be a good journalist anymore. And I want you to be good at what you do. Because you are important to the whole society and even to the world.
I know that you are not always getting the credit you deserve. Quite frankly, you face a lot of criticism. Some say you are on the left, and at the same time, others claim you are biased to the right. Supporting, at the same time, the existing government and opposition. That must feel strange. But I know that you know, when you are in a crossfire, you know you are doing your work properly.
You could have chosen an easier profession, I believe. But you didn’t, and I thank you for that. It’s important for us all to read, listen and watch the news you create. Reveals what you make. Reviews you write.
My job is to enable your work, together with other revenue streams. That’s what we are for. Doing our best, every day, to help advertisers find your articles, the site or app you create content for. And pay the fair price for the context you provide.
I believe that the times are getting better. We see and hear more and more advertisers focusing on the quality of context when they are making their buying decisions. Blackbox AI optimised advertising solutions provided by digital giants are facing more and more criticism.
Since those do not care where and how the metric of the day is coming, as long as there is something to report for the advertiser. And the reported numbers might be funny at times as well. I have heard some agency executives stating that the balance of advertisers' bank accounts does not correlate in the way those reports state.
Don’t really know if you care about the outcomes your content is delivering for advertisers. And maybe you shouldn’t. But it’s good for you to know that more and more studies show that professionally created, human-made content positively reflects on advertising. Not only short-term goals, but also the holy grail of advertising: brand building.
So, I just wanted to say that your work is highly valued. Also amongst ad people like me. And my superb colleagues and I will continue our work to support your work, your employer, and, of course, your ad sales team in succeeding during these times.
Yours,
Petri, the ad guy.