Online advertising’s missing link

Here is the latest in my ongoing series of essays, Local Media in a Postmodern World.

Online Advertising’s Missing Link

As the streams and flows of the real time Web carry unbundled media bits to places and people requesting them, the one group that seems to be missing is advertisers. Like anything else, advertising is – or should be – content in this new world, but it isn’t, because most advertising is missing the one thing necessary for distribution: a simple link. In the old world, it was sufficient to be adjacent to news or other content, but in this world, the value of any content is in its link.

Advertising, the Madison Avenue way, inserts itself into our lives without invitation, but that’s challenged in the real time Web. In the end, ads as links could usher in a whole new way of doing commerce, one that’s more efficient and less intrusive for the people who are really in charge today – you and me.

The second volume of my essays, Reinventing Local Media: Ideas for Innovation in a Postmodern World, will be out sometime next month. The book also includes everything I’ve written under the heading “Media 2.0 101” from four years of newsletters. Like the original volume, it will become classroom material around the world, and I’m both honored and blessed to offer this on behalf of AR&D.


  1. Terry,

    I’ve been thinking quite a bit about the future of hyper connectedness in a world that is quickly becoming app-centric and more likely to engage in degrees of connectedness through apps, and less likely to use web browsers (mobile or desktop) for any connection activities.

    I touched on this issue in The App-centric Enterprise (and why the web may soon be obsolete).

    How the trend that mobile (and eventually desktop) apps will change local media is anyone’s guess, but I have a hunch it has already begun to impact organizations in unanticipated ways.

  2. Bill, take a look at the San Francisco Chronicle’s piece on how people use the iPad and what they use apps for. It’s very revealing, and I suspect — although I’m not fully prepared to make a pronouncement just yet — that apps have limited potential when it comes to news and information.

  3. Terry,

    If apps have limited potential, what mode of delivery will mobile content consumers use more?


Speak Your Mind


This site uses Akismet to reduce spam. Learn how your comment data is processed.