Disintermediation of the ad agency?

“…the magazine’s job within Bloomberg is to create added value to the terminal business.”

This quote comes from a short but thought-provoking post by Noah Brier, one of the few bloggers that I read on a regular basis. I find it interesting because I think one of the fundamental obstacles to the widespread acceptance of content strategy is the advertising industry mindset.

Publishers used to run ads to generate revenues that supported their selling of content (journalism) at a loss. Advertisers used to spend money producing ads to sell their products and services. But what happens if advertisers publish content to add value to their products, like Bloomberg or Red Bull are doing? What’s left for the advertising agency?  Smells like disintermediation to me.


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