And Now a Word from Our Sponsors (DON'T SKIP THIS AD!)

Before we get to today's Solipsist, we're going to show you an advertisement for Depends undergarments.  Or, if you prefer, you can simply click on a little "skip this ad" icon and go right to the scintillating content.

Now, we at The Solipsist love our sponsors (which, sadly, do not include Depends undergarments, but, y'know, give us a call, guys!).  And we're sure that all you Sloppists would show due deference to those who pay the bills by sitting through any pre-content advertisements, should they come along.  But how many other people are so noble?

This thought struck us as we made our daily pilgrimage to the New York Times and were first exposed to an advertisement for SAP--or something; honestly, we were so busy flailing around looking for the "Skip this ad" button that we failed to take into account what was being advertised.  We cannot imagine that our reaction is unique--or even particularly rare.

Honestly, we felt a slight twinge of guilt.  After all, it's the good folks at SAP (or whatever) who are making it possible for us to enjoy the paper of record at effectively no cost.  Shouldn't we at least give them our attention for a few seconds?  Then again, they must be aware of the Times' "Skip this ad" function; presumably, readers like us are factored into their ad-buying decisions.  So, no.

Guilt only goes so far anyway.  Let's face it, one reason people avoid PBS is the tendency to broadcast boring shows about basket weaving and mollusks.  But another more relevant reason that people avoid PBS is that, on those rare occasions that PBS has something worth watching, like "Sex Lives of the Amazon Pygmies" (we're just sayin'), the programs are interrupted for long stretches by pledge drives!  And, yes, we feel guilty for not scrambling for the checkbook, but, at the same time, if there were a "Skip this ad" function on the TV (which, in these DVR days, there basically is), we'd be using it right then and there.  And if a noble non-profit can't convince us to sit through a word from the sponsors, what chance does any other organization have?

It's really not a bad deal for the audience.  We get to enjoy our content with a minimum of intrusive advertising.  We wonder, though, how long it will be before advertisers and content providers feel they have no choice but to hold us captive once more with near-unskippable ads.  Sure, the web allows for a great--seemingly infinite--variety of ad-avoidance strategies.  Nevertheless, we would advise everyone to enjoy it while it lasts.  Soon enough, canny admen will figure out more and more subtle ways to get their product before your eyeballs.

Now, if you'll excuse us, we've got to go.  It's lunchtime.  McDonald's sounds nice. . . .