--- title: "Meaning & Key Takeaway of: The problem of how to make the Internet…" description: "\"The problem of how to make the Internet advertising friendly bewildered and obsessed Madison Avenue for much of the 1990s. Advertising won.\" — Robert W..." image: "https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg" --- # The problem of how to make the Internet advertising… ![“The problem of how to make the Internet advertising friendly bewildered and obsessed Madison Avenue for much of the 1990s. Advertising won.” quote by Robert Waterman McChesney](https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg) [Download](https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg) [Open image](https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg) > “The problem of how to make the Internet advertising friendly bewildered and obsessed Madison Avenue for much of the 1990s. Advertising won.” [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Advertising agencies struggled to adapt to the web, but eventually succeeded. **In simple terms:** The internet changed advertising, and advertisers adapted. Key Takeaway Adapt to new media to stay relevant. Themes technology advertising adaptation media shift Mood analytical pragmatic Type business historical When to use this quote - online startups - media planning - brand management Key Concepts digital marketing business strategy Questions to Reflect On - What challenges did early digital advertisers face? - How can modern firms stay agile? A Different Perspective Adaptation can be costly and uneven. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Bewildered](https://sms4smile.com/quotes/about/bewildered/) [Internet](https://sms4smile.com/quotes/about/internet/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Problem](https://sms4smile.com/quotes/about/problem/) ## Related quotes > [Once a culture becomes entirely advertising friendly, it seizes to be a culture at all.](https://sms4smile.com/quotes/mark-crispin-miller/once-a-culture-becomes-entirely-advertising-friendly-it-seizes-to-be/) [Mark Crispin Miller](https://sms4smile.com/quotes/author/mark-crispin-miller/) > [You know why Madison Avenue advertising has never done well in Harlem? We're the only ones who know what it means to be Brand…](https://sms4smile.com/quotes/dick-gregory/you-know-why-madison-avenue-advertising-has-never-done-well-in-harlem/) [Dick Gregory](https://sms4smile.com/quotes/author/dick-gregory/) > [Television, introduced at the close of World War II, has become a form of electronic heroin, and it isn't even your trip. They don't…](https://sms4smile.com/quotes/terence-mckenna/television-introduced-at-the-close-of-world-war-ii-has-become-a-form/) [Terence McKenna](https://sms4smile.com/quotes/author/terence-mckenna/) > [Madison Avenue is afraid of the dark.](https://sms4smile.com/quotes/nat-king-cole/madison-avenue-is-afraid-of-the-dark/) [Nat King Cole](https://sms4smile.com/quotes/author/nat-king-cole/) > [ It \[culture\] invites people to diminish themselves, and dehumanize themselves by behaving like machines, meme processors of memes passed down from Madison Avenue, and… ](https://sms4smile.com/quotes/terence-mckenna/it-culture-invites-people-to-diminish-themselves-and-dehumanize/) [Terence McKenna](https://sms4smile.com/quotes/author/terence-mckenna/) > [Wrong' training can be a very innocent thing. Consider a father who allows his child to read good books. That child may soon cease…](https://sms4smile.com/quotes/paul-goodman/wrong-training-can-be-a-very-innocent-thing-consider-a-father-who/) [Paul Goodman](https://sms4smile.com/quotes/author/paul-goodman/) > [Politics is not really politics any more. It is run, for the most part, by Madison Avenue advertising firms, who sell politicians to the…](https://sms4smile.com/quotes/helen-caldicott/politics-is-not-really-politics-any-more-it-is-run-for-the-most-part/) [Helen Caldicott](https://sms4smile.com/quotes/author/helen-caldicott/) > [Ads are carefully designed by the Madison Avenue frog-men of-the-mind for semiconscious exposure.](https://sms4smile.com/quotes/marshall-mcluhan/ads-are-carefully-designed-by-the-madison-avenue-frog-men-of-the-mind/) [Marshall McLuhan](https://sms4smile.com/quotes/author/marshall-mcluhan/) > [If I'm walking very, very fast down Madison Avenue in the middle of the day, I'll say I'm stopped 10 times.](https://sms4smile.com/quotes/kristin-davis/if-i-m-walking-very-very-fast-down-madison-avenue-in-the-middle-of/) [Kristin Davis](https://sms4smile.com/quotes/author/kristin-davis/) > [As the great philosopher George Santayana would have said, 'those who cannot remember the past . . . should simply read Jan Van Meter's…](https://sms4smile.com/quotes/mo-rocca/as-the-great-philosopher-george-santayana-would-have-said-those-who/) [Mo Rocca](https://sms4smile.com/quotes/author/mo-rocca/) > [There is no question in my mind that we live in one of the truly bestial centuries in human history. There are plenty of…](https://sms4smile.com/quotes/erwin-chargaff/there-is-no-question-in-my-mind-that-we-live-in-one-of-the-truly/) [Erwin Chargaff](https://sms4smile.com/quotes/author/erwin-chargaff/) > [There is nothing Madison Avenue can give us that will make us more beautiful women. We are beautiful because God created us that way.](https://sms4smile.com/quotes/marianne-williamson/there-is-nothing-madison-avenue-can-give-us-that-will-make-us-more/) [Marianne Williamson](https://sms4smile.com/quotes/author/marianne-williamson/) > [Calvin: Trick or Treat! Adult: Where's your costume? What are you supposed to be? Calvin: I'm yet another resource-consuming kid in an overpopulated planet,…](https://sms4smile.com/quotes/bill-watterson/calvin-trick-or-treat-adult-where-s-your-costume-what-are-you/) [Bill Watterson](https://sms4smile.com/quotes/author/bill-watterson/) > [There are certainly numberless women of fashion who consider it perfectly natural to go miles down Fifth Avenue, or Madison Avenue, yet for whom…](https://sms4smile.com/quotes/jules-romains/there-are-certainly-numberless-women-of-fashion-who-consider-it/) [Jules Romains](https://sms4smile.com/quotes/author/jules-romains/) > [They say that Madison Avenue will only pay high dollars in advertising if they get the 18-35 age range.](https://sms4smile.com/quotes/sharon-gless/they-say-that-madison-avenue-will-only-pay-high-dollars-in/) [Sharon Gless](https://sms4smile.com/quotes/author/sharon-gless/) ## More by Robert Waterman McChesney > [ The range of debate between the dominant U.S. \[political\] parties tends to closely resemble the range of debate within the business class. ](https://sms4smile.com/quotes/robert-waterman-mcchesney/the-range-of-debate-between-the-dominant-u-s-political-parties-tends/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [Coverage of Iraq has plummeted, because people in power no longer want to talk about it suddenly. Journalists should be over there demanding front-page…](https://sms4smile.com/quotes/robert-waterman-mcchesney/coverage-of-iraq-has-plummeted-because-people-in-power-no-longer-want/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [Copyright protects corporate monopoly rights over culture and provides much of the profits to media conglomeratesm encouraging the wholesale privatization of our common culture.](https://sms4smile.com/quotes/robert-waterman-mcchesney/copyright-protects-corporate-monopoly-rights-over-culture-and/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [But the ultimate goal is to get rid of the media capitalists in the phone and cable companies and to divest them from control.](https://sms4smile.com/quotes/robert-waterman-mcchesney/but-the-ultimate-goal-is-to-get-rid-of-the-media-capitalists-in-the/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [In the United States, both the upper levels of the Republican and Democratic Parties are in the pay of the corporate media and communication…](https://sms4smile.com/quotes/robert-waterman-mcchesney/in-the-united-states-both-the-upper-levels-of-the-republican-and/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [Any serious effort to reform the media system would have to necessarily be part of a revolutionary program to overthrow the capitalist system itself.](https://sms4smile.com/quotes/robert-waterman-mcchesney/any-serious-effort-to-reform-the-media-system-would-have-to/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [The current public television and radio system in the United States, while it's better than nothing, that's about the best you can say about…](https://sms4smile.com/quotes/robert-waterman-mcchesney/the-current-public-television-and-radio-system-in-the-united-states/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [If you go to go to countries in Europe or Asia or even Canada, even with all the Internet and cable TV and satellite,…](https://sms4smile.com/quotes/robert-waterman-mcchesney/if-you-go-to-go-to-countries-in-europe-or-asia-or-even-canada-even/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [Very rarely are you going to see the large shareholder or CEO of a corporation march into a newsroom and say, "Cover this story,…](https://sms4smile.com/quotes/robert-waterman-mcchesney/very-rarely-are-you-going-to-see-the-large-shareholder-or-ceo-of-a/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [You will never ever, in any circumstance, win any struggle at any time. That being said, we have a long way to go. At…](https://sms4smile.com/quotes/robert-waterman-mcchesney/you-will-never-ever-in-any-circumstance-win-any-struggle-at-any-time/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [Even if someone wanted a purely free-market, competitive media system, it would require extensive government regulation to set up those markets. All our largest…](https://sms4smile.com/quotes/robert-waterman-mcchesney/even-if-someone-wanted-a-purely-free-market-competitive-media-system/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [In the last two years we've seen a sea change in the United States on media issues. Two years ago, people would have read…](https://sms4smile.com/quotes/robert-waterman-mcchesney/in-the-last-two-years-we-ve-seen-a-sea-change-in-the-united-states-on/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [Now, the one thing that's clear is that we need nonprofit, noncommercial media - not just broadcasting - more than ever in the United…](https://sms4smile.com/quotes/robert-waterman-mcchesney/now-the-one-thing-that-s-clear-is-that-we-need-nonprofit/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [In the US, commercial interests stole the airwaves early on, before public broadcasters could get a stab at it. And the deal that was…](https://sms4smile.com/quotes/robert-waterman-mcchesney/in-the-us-commercial-interests-stole-the-airwaves-early-on-before/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) > [ There is no real answer \[to the U.S. economic crisis\] but to remove brick by brick the capitalist system itself, rebuilding the entire society… ](https://sms4smile.com/quotes/robert-waterman-mcchesney/there-is-no-real-answer-to-the-u-s-economic-crisis-but-to-remove/) [Robert Waterman McChesney](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) [Explore all 24 Robert Waterman McChesney quotes ](https://sms4smile.com/quotes/author/robert-waterman-mcchesney/) ## More Advertising quotes > [I saw this anti-drug commercial that showed a kid smoking pot in his dad's room with his friend. This kid finds a gun, the…](https://sms4smile.com/quotes/bill-maher/i-saw-this-anti-drug-commercial-that-showed-a-kid-smoking-pot-in-his/) [Bill Maher](https://sms4smile.com/quotes/author/bill-maher/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [“Don't wait, just sweat.”](https://sms4smile.com/quotes/amit-kalantri/don-t-wait-just-sweat/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [We have the capital, the resources, and the technology that we need to build a mobile advertising platform across the planet.](https://sms4smile.com/quotes/naveen-tewari/we-have-the-capital-the-resources-and-the-technology-that-we-need-to/) [Naveen Tewari](https://sms4smile.com/quotes/author/naveen-tewari/) > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [God never talks. But the devil keeps advertising, Father. The devil does a lot of commercials.](https://sms4smile.com/quotes/william-peter-blatty/god-never-talks-but-the-devil-keeps-advertising-father-the-devil-does/) [William Peter Blatty](https://sms4smile.com/quotes/author/william-peter-blatty/) > [I like Valentine's Day. The trouble is the florists and the candy-makers and the card people are all advertising so much, you don't dare…](https://sms4smile.com/quotes/andy-rooney/i-like-valentine-s-day-the-trouble-is-the-florists-and-the-candy/) [Andy Rooney](https://sms4smile.com/quotes/author/andy-rooney/) > [I happened to be spotted by a modeling agent who offered me a part-time job at 16. Everything happened very quickly after that -…](https://sms4smile.com/quotes/dia-mirza/i-happened-to-be-spotted-by-a-modeling-agent-who-offered-me-a-part/) [Dia Mirza](https://sms4smile.com/quotes/author/dia-mirza/) > [They say that Madison Avenue will only pay high dollars in advertising if they get the 18-35 age range.](https://sms4smile.com/quotes/sharon-gless/they-say-that-madison-avenue-will-only-pay-high-dollars-in/) [Sharon Gless](https://sms4smile.com/quotes/author/sharon-gless/) > [“There's not a branch of publishing or broadcasting that doesn't depend in some way on advertising. It'd be like an aquarium without water. Why,…](https://sms4smile.com/quotes/haruki-murakami/there-s-not-a-branch-of-publishing-or-broadcasting-that-doesn-t/) [Haruki Murakami](https://sms4smile.com/quotes/author/haruki-murakami/) > [I've driven people mad on films that I've made - I want more takes; I want to try new lines. Then I want to…](https://sms4smile.com/quotes/hugh-grant/i-ve-driven-people-mad-on-films-that-i-ve-made-i-want-more-takes-i/) [Hugh Grant](https://sms4smile.com/quotes/author/hugh-grant/) > [This hype word bothers me though It always sounds like an accusation, what does it mean, advertising, column inches in the press? Bands themselves…](https://sms4smile.com/quotes/holly-johnson/this-hype-word-bothers-me-though-it-always-sounds-like-an-accusation/) [Holly Johnson](https://sms4smile.com/quotes/author/holly-johnson/) > [I'm supposed to be taking time off. But I'm still writing and I have this Gap advert lined up.](https://sms4smile.com/quotes/joss-stone/i-m-supposed-to-be-taking-time-off-but-i-m-still-writing-and-i-have/) [Joss Stone](https://sms4smile.com/quotes/author/joss-stone/) > [Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the…](https://sms4smile.com/quotes/john-wanamaker/any-seeming-deception-in-a-statement-is-costly-not-only-in-the/) [John Wanamaker](https://sms4smile.com/quotes/author/john-wanamaker/) [Browse all 1,942 Advertising quotes ](https://sms4smile.com/quotes/about/advertising/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "The problem of how to make the Internet advertising friendly bewildered and obsessed Madison Avenue for much of the 1990s. Advertising won.", "creator": { "@type": "Person", "name": "Robert Waterman McChesney" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/robert-waterman-mcchesney/the-problem-of-how-to-make-the-internet-advertising-friendly/", "about": { "@type": "Thing", "name": "Advertising" }, "@id": "https://sms4smile.com/quotes/robert-waterman-mcchesney/the-problem-of-how-to-make-the-internet-advertising-friendly/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg", "contentUrl": "https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg", "url": "https://sms4smile.com/quotes/i/58f/robert-waterman-mcchesney-2452_advertising_the-problem-of-how-to-make-the-internet_2382668.jpg", "width": 1080, "height": 1080, "caption": "“The problem of how to make the Internet advertising friendly bewildered and obsessed Madison Avenue for much…” — Robert Waterman McChesney", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Robert Waterman McChesney", "item": "https://sms4smile.com/quotes/author/robert-waterman-mcchesney/" }, { "@type": "ListItem", "position": 4, "name": "The problem of how to make...", "item": "https://sms4smile.com/quotes/robert-waterman-mcchesney/the-problem-of-how-to-make-the-internet-advertising-friendly/" } ], "@id": "https://sms4smile.com/quotes/robert-waterman-mcchesney/the-problem-of-how-to-make-the-internet-advertising-friendly/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```