What an hour of attention actually costs, why advertising rots, and what happens when ad space is scarce again. Written with numbers you can check.
· 6 min read
An empty ad slot is worth nothing to everyone: no revenue for us, no proof for the buyer, no reason for the next person to bid. Giving it away was the cheapest way to fix all three.
· 5 min read
A Harvard study found 547 of the Million Dollar Homepage's links were already dead. Permanent ad space rots. Everything memorable in advertising history had a clock on it.
· 6 min read
Abraham Wald worked out where to armour bombers by thinking about the ones that never came back. Advertising has the same blind spot, and almost every case study you have read is built on it.
· 6 min read
At the 2026 all-industry average of $5.42 a click, $200 is 36 clicks. Here is the arithmetic that never makes it into the case study, and the honest case for and against doing something else with the money.