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Everything 2.0, your number is almost up It’s bad enough that any semi-scandal gets the ­“-gate” suffix (see the New England Patriots’ Cameragate), but it’s time to retire “2.0.” Web 2.0 was a useful marketing term for describing a hodgepodge of new companies that really had very little in common. But soon enough, 2.0 began getting slapped on anything to give it a quick, hip sheen. The trend took a hit with the demise of Business 2.0, but is hardly dead. For me, it reached its nadir when I got an e-mail from the self-described “Napkin Man” announcing “Napkin 2.0,” which apparently involves “high-definition napkins” (shown here) imprinted with ad messages. Not content with the 2.0 by itself, Napkin Man goes on to explain that Napkin 2.0 is “viral.” Though I really hope people don’t share napkins. That’s not 2.0; that’s gross. —Posted by Brian Morrissey

September 19, 2007 in Morrissey | Permalink

Comments

``Hillary healthcare 2.0'' is the worst.
Maybe she should print it on high definition napkins.

Posted by: barbara lippert | Sep 20, 2007 10:30:58 AM

Brian - you are the man! Thanks for the blog post. The term Napkin 2.0 is a parody on Web 2.0 - we thought it was funny so we used it! I agree, it's time to retire it, but not before ad bloggers can get us some press.

Posted by: Dan "The Napkin Man" Elbaz | Sep 20, 2007 4:31:06 PM

Agreed the 2.0 can be put to rest but that napkin looks pretty sweet. I work for a competitor of pictured beverage and definitely and interested in looking at some samples.

Napkin Man hook me up!!

Posted by: Hansolomon | Sep 20, 2007 4:53:43 PM

Using 2.0 to describe something traditional like a napkin is a good way of updating the idea.

Also, I have seen the napkins in person and believe they are the next generation in this type of advertising!!

Posted by: jklinger | Sep 20, 2007 5:05:07 PM

How about "Sex 2.0"? What would that mean? A she-male?

Posted by: TunaTacoGrande | Sep 24, 2007 7:22:24 PM

Interesting blog post. I just ran across your site. I run a similar operation to "napkin man." In the context of "everything 2.0" you can call it, "Hand Stamps 2.0." http://www.handbrandmedia.com

Posted by: Jay A | Dec 17, 2007 5:24:11 PM

Yes! This works...
Napkin advertising is highly effective. The "page view" is incredibly long. Imagine a patron in a sports bar watching a baseball game, they will be captive to your napkin ad for over three hours! Napkin man has been successfull on the east coast. Napkins-Only.com does the same thing on the west coast. Call 1-877-NAP-ONLY or www.napkins-only.com

Posted by: NapkinsOnly | Jul 11, 2009 2:45:04 PM

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