ChasNote

A long, thoughtful post regarding the “New Media Value Chain” at the Bainbridge Blog suggests that new media distribution platforms (think You Tube or Napster) will help ad agencies find their margins again:

“So like I said, NBC and ABC aren’t competing to make the best medical drama anymore; they are competing to make and set free the best medical drama. This is going to increase the importance of agencies as more relevant ads mean more forms of creative for the segments targeted and building brands that can enhance content can not be done in the content alone. It is also going to increase the role of technology in creating efficient markets for buying. Finally it is going to fundamentally change the relationship between advertisers/agencies, studios/content producers and the online community.“