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中国有个成语叫“杀鸡取卵“,在西方也有类似的寓言:一个性急、贪婪的主人拥有一只会下金蛋的鹅,但为了更快地得到更多的金子,他把鹅宰了,结果也永远地失去了得到更多金子的机会。现在的Web广告商们正干着类似的蠢事,甚至有过之而无不及,他们在鹅生出一个金蛋之前就要杀了它。无可否认,Web广告这个领域是一大片还没得到充分发掘的金矿。于是贪婪而又缺乏耐心的广告商们开始按各自的方式行动,而他们所有的愚蠢计划都有一个共同点,就是使Web变得更慢,更令人恼火。而这正是杀死这只金鹅最快的方法。标题广告是Web广告中最普遍的形式。根据Jupiter通信公司的调查显示,今年标题广告将占据全部Web广告开支的80％。不幸的是,
In China, there is an idiom called “Killing Chicken and Taking Eggs.” There is also a similar parable in the West: An impatient, greedy owner has a goose who will lay golden eggs, but in order to get more gold faster, he slaughters the geese. Forever lost the opportunity to get more gold. Today’s Web advertisers are doing similar foolish things, even worse, they are going to kill it before Goose gives birth to a golden egg. Admittedly, this area of Web advertising is a large gold mine that has not yet been fully explored. So greedy and impatience advertisers began to act in their own way, and all of their stupid plans have one thing in common is to make the Web slower and more annoying. And this is the quickest way to kill this golden geese. Headline ads are the most common form of Web advertising. According to a survey by Jupiter Communications, this year, banner ads will account for 80% of all Web advertising spend. Unfortunately,