"Your Ad Here!"

Is anything sacred?

I just discovered to my dismay that my long time web source for all things music review related appears to have made the jump to monetize their site. Pitchforkmedia.com (now just pitchfork.com) made what looks to be a conscious decision to generate revenue streams via the mass sale of advertising space on their site.

After navigating through a painfully busy homepage, I recognized a trend throughout the site - where ever there is free space there is a home for an ad. Now bare in mind, I am not opposed to online advertising in any way shape or form. I work in the industry and understand the value of using it as a medium. However, with this particular website I have a little bit of an issue. Pitchforks brag and boast is that it catered to the elitist music fan whom you would find off the radar of the traditional main stream music masses.

Pitchfork has generated a robust following of slackers, indie music lovers, and collectors who use the site as a source for educated non-biased record reviews. Loyal fans and even musicians flock to the site to see where their album stood in the eyes of the "Mr. Blackwell" of online Music reviews. Opening up the floodgates of mass marketing on the site may (in my opinion) cause a bit of an issue with the type of follower that subscribes to the site. It's my understanding (not that it's not completely obvious) that the subculture that Pitchfork has it's primary stock in is not traditionally the prototypical "consumer" or "subscriber" that advertising as a whole appeals to.

Now I understand that I am making a generalization here, but I believe that the bulk of their target audience consists of people who seek refuge in the warm blanket that a site catering to counter culture/independent music provides. It could be a means to escape the constant bombardment of mainstream advertising and it's messages, or a place to find like minded individuals.

Who knows?

Either way, whether I am trying to find reviews of buzz band "The Pains of Being Pure at Heart" or looking for what "Stephen Malkmus" is currently working on, I shouldn't have to have my review or article served to me with a side helping of American Apparel, the latest ipod, and a tall serving of U2's recent shitty efforts to stay relevant.

Gong!