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Advertisers Need To Become Agencies

by Tim Leberecht@ cnet.com
Has it finally arrived, the post-advertising age? Advertising Age, nomen est omen, recently ran a story on the blurring line between commercial and editorial content, as media companies are facing a fiercely competitive marketplace amid declining advertising budgets (according to the Newspaper Association of America, advertising revenue in 2008 decreased by 17 percent, to $38 billion), and the looming crisis of the news industry as a whole (see Clay Shirky’s seminal essay on “Newspapers and Thinking the Unthinkable”). (continues@cnet.com)


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