"You can't just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language."

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I was fooling around one day and looking at Yahoo! Jobs. I typed in "photo" and, of course, what comes up is "One hour photo lab" or "Be a photographer in Disneyland" or jobs that no one really wants as a photographer. I saw, by chance, this ad that said, "Wanted: Photographer for premieres and Hollywood events" and I thought, "This can not be real. This is ridiculous. No one advertizes this!" I was really suspect about it.

— Jeff Vespa