Thursday, June 07, 2007

Conquer this, buddy

As always, it's moronic corporate use of words that drives the Editrix over the edge. Today's entry: to conquest.

According to the WSJ, the new fad in online marketing is to place ads for your product next to editorial about a competitor's product. Interesting. Aggressive. In-your-face. A guerilla tactic. But what is the word used to describe this? Conquesting.

It's the combination of two things that, combined, really yanks the Editrix's chain. First, there's the misuse of a verbified noun, when there is a perfectly serviceable verb available, conquer. Adding insult is the whole testosterone-laden maneuver of placing the ads in locations for nothing more than twisting a nose. It is nothing more sophisticated than a dog peeing on a bush.

Here's my prediction: this fad will not last a year. Companies are going to start writing into their ad contracts prohibitions about the content provider placing competitors' ads near mentions of their products. So let's see, who will profit from this pathetically named trend? That's right, the lawyers. Oh, how the Editrix weeps with joy at the societal benefit.

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