Brewed Fresh Daily

"Tracking the tools that decentralize the media.

From Terry Heaton's Pomo Blog..."Time and again, I run into the mistaken proposition that the Internet is just another form of broadcasting. Sadly, this view is pretty common amongst broadcasters, and it's what keeps them from entering into a profitable relationship with the Web � something I believe is essential in our digital world. When I left TV News in 1998 and bought into an Internet startup, I believed as most broadcasters do. Consequently, it was easy to create a business model wherein advertising was the principal revenue stream. It didn't work... It didn't work (and doesn't work), because the Internet serves a master more powerful than the mass market. The laws of reach and frequency don't work here, because the end user calls all the shots. The individual user is god, and broadcasters are inherently unable to get ahold of that, because their nature is to speak to and influence a captive audience. You cannot "serve ads" to people who don't want them online, but if you give them some say in those ads, they'll gladly take part. I don't know how to say it more clearly than Doc Searls has: There is no market for unsolicited messages. There never has been, and the Internet makes that abundantly clear...."