Those Ads by Mike Baron


You click on an article. As you begin to read, an ad slithers in like the red tide, slowly, inexorably blocking the content. There is no way to delete the ad for about ten seconds, as the advertiser has paid big bucks to hold you hostage. You delete that ad. Another appears, creeping down from the top like some lethal fog. You wait patiently for the little ‘X’ to appear to get rid of that one. You delete it. As you read the article, another ad pops up, this one all singing! All dancing! You forgot to turn off the sound. And so on.

I understand that web content providers need to monetize their investment, but thus far, these ads have had the opposite effect. If I note the advertiser, it’s only to shun them. This is one reason I miss print media and the demise of the magazine. Magazine ads are not intrusive. They don’t block content. You can take them or leave them. Moreover, there is great satisfaction in holding the magazine in your hands and looking at the pictures. It’s not the same on the internet.

Then, when you close out the ad, a fucking survey appears wanting to know why. My only avenue of protest is to note that business and shun them.

Changing technology and culture has resulted in the demise of the monthly all-purpose motorcycle magazine. Cycle World and Motorcyclist have gone quarterly with predictable results. Where once they featured road tests and new models, they now feature artsy-fartsy photo spreads. Close-ups of concrete. Race paddocks. Articles on the Miracle of Titanium. When new bikes appear, they are often electric. Whoever invents a device to replicate the sound of gasoline engines will make a fortune.

Only part of the blame goes to shifting tech. We now have a risk-adverse generation that views motorcycles—and even cars!–as potentially lethal objects to be avoided at all costs.

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