Diane Mermigas writes:
... Here’s some advice to all. It is for media buyers and sellers gearing up for what they think will be a routine upfront advertising market –even as Google is infusing the market with new ways to buy and sell time. It is for the Internet entrepreneurs stunned by the swift shifts in their paradigms and for the content creators and distributors with new digital links to consumers and the same old legacy cost structures. ¶ Get hold of your yin and yang. ¶ There are no quick or easy answers to your problems in an emerging digital market hamstrung by a recession and a credit crunch. You will miss opportunities to build new businesses and value if you fail to understand and embrace the opposing economic, technological and creative forces altering all lives and businesses. ¶ A first good step would be to accept that the nature of digital interactivity is all about dichotomy. For instance, the open access that makes the distribution of intellectual property a commodity also facilitates illegal pirating and use of copyright content. ...
Link: On Media in MediaPost. --Dennis
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