Now I realise that this may not be anything new, and we may have heard this numerous times before. But it is another thing entirely when you realise that in your day to day life it actually is very true.

What I realised (not a prioritized list):

1. I only listen to the radio when I’m driving, and I work from home
2. As a result of this telecommute, I see no billboards nor street pole ads
3. I have not watched TV with advertising in over a year
4. I read two specific niche magazines only, I cannot remember having ‘registered’ an ad this month
5. I would not pay for a newspaper with someone else’s money, as such I have not seen any of their advertising in months
6. I actually get irritated having to manually (without search functionality) look through a supermarket specials page

Yes, I may be somewhat different, but if I am an early adopter ahead of the full rush, the early majority and the late majority. What does that mean? If you own your own business, how are you reaching the people who don’t want to hear your message anyway.

I offer no answer for the time being, this is simply a sharing of my moment of blinding realisation of my actions as a consumer and the implications of this for myself as business owner.