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March 10, 2006

beware the hordes

in this new world some pursuits are doomed to fail. even if SONY hired 2,000 people to deal with DRM there would be millions of lower skilled folks ready to work against it for free. this is the culture of participation. small efforts en masse become a tidal wave against top down specialized labor.

that's why i get frustrated when advertsing agencies reframe themselves as high-end "content providers", envisioning a shift towards specialized media production companies. its a losing battle. there are too many content providers (all of us) to contend with. advertising, in my opinion, needs to move toward understanding and creating spaces that facilitate content sharing and conversation. participation, not consumption has become the currency of loyalty.

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