Viewing advertising as content

ShopLocal gets it. They’ve created a new vLog that is both creative and useful content and has a revenue model.

Disruptive advertising models are doomed on the web. To succeed, media companies must find ways to make revenue generation a seamless part of the user experience. Of course, the advertising and retail practices must be ethical and transparent (which only serves to make them more effective anyway), but traditional disruptive advertising just won’t work in the long run.

Greg Sterling likes it, too.

Kudos to ShopLocal for being innovative. The challenge here will be to reference ShopLocal enough to achieve the desired objective but not so much that the show appears to be pimping the site. That’s a tough line to walk.

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