Hiya, Leonardo!

Ah, so that’s what this thing is all about: we’re a Vehicle for Upscale Ads. It feels a bit strange to be viewed as a “vehicle”. I see this as more of a virus, with the corporate world as the host vehicle, and I’m exploiting them in order to get fast free network hosting.

So that doesn’t bother me in the slightest. This simplistic characterization of you readers, though, is a bit disturbing.

The research has identified about 20 million Americans, 7 percent of the population, who are labeled in the study as “Leonardos,” named after da Vinci for their avid, Renaissance-style interest in science as well as subjects like art and politics.

Leonardos are mostly male, in their 30’s and middle to upper class, said Eliza Esquivel, a planner at JWT New York who is working with Ms. Cortizo on the study.

Yeesh. I think of my readers as much more diverse than that, and I hope I never end up pandering to a narrow demographic.

It’s very weird to read about this particular endeavor filtered through the eyes of business drones—it has no relationship at all to how I think about it. Fortunately, I am isolated from the business end of all this, and don’t worry—if some 30 year old guy in a business suit with an MBA tries to tell me what content to put here, I’ll be gone.


  1. #1 Polliwog
    January 20, 2006

    I agree on the idea of substituting Leonardos for Brights.
    And since we know that Richard Dawkins is lurking…

  2. #2 Ian B Gibson
    January 20, 2006

    Please, please don’t try to resurrect that whole ‘Brights’ idea (how about ‘Natural’ instead…) – it blows, as they say. I like to think that Dawkins and Dennett have realised this by now, too.

    Also, as an immigrant to the US, I was under the impression that America is supposed to be a classless society, or is that just something the governments own marketing guys came up with?

    Thirdly, is it considered my moral duty to let ads be downloaded & displayed on my PC screen, and should I therefore feel guilty about using Adblock..?

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