It's time to think small - micro, actually

Joe Mandese

Joe Mandese continues his investigation of 'consumer-generated media' - blogs, wikis, podcasts and their like - which could change the fundamental nature of advertising as we know it.

It's Time to Think Small – Micro, Actually

Joe MandeseMediapost

In last month's column, I wrote about how new forms of consumer-generated media – things like blogs, wikis, podcasts and personal video networks – are about to change the relationship between advertisers, the media and the consumers upon whom they depend. The biggest and most obvious shift, and the one that both marketers and agencies need to understand, is the changing role of the consumer. Instead of being the passive recipients of media content, consumers increasingly will be rendering their own media content, and redefining the notion of media...

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