Advertisers can own the press, too

Scott Karp raises a good point: That just like content creators, advertisers don’t need to pay to play, either.

He doesn’t think paid advertising will vanish soon, but he doesn’t raise the point of how many big retailers are discovering the power of disintermediation, such as Home Depot and Target, among others. But then, maybe Home Depot’s a bad example, since advertisers are now paying them.

One thing in favor of publishers is that it’s a lot easier to buy a portion of somebody else’s audience than it is to be compelling enough to build your own.


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