My Guardian column this week expands on a conclusion of mine about media from my Dell reporting. Snippet:
As the media become more dependent on advertising, so advertising becomes less dependent on the media. With the recent death of the New York Times’ pay service, TimesSelect, and the rumoured razing of the Wall Street Journal’s pay wall, any final hopes of readers paying for content are fading. We prophets of free content are being proven right – whether we like it or not. Advertising is all we’ll have to support content and media. . . .
But the real threat to the advertising gravy train comes not from any change in media, but from a fundamental shift in the relationship between companies and customers that has been made possible by the internet. This hit me like a fist in the face when I went to Texas to interview Michael Dell for Business Week magazine, and to write the coda to my very public blog battle with the company. . . .
Dell’s executives say their new problem is managing and spreading all this knowledge from customers. Its chief marketer said his new opportunity is to rely on customer-advocates to sell computers. And Michael Dell predicted a future of “co-creation of products and services” with customers.
There it is: the fist. Dell and its customers are collaborating on the creation of content, media and marketing – without content, media or marketing companies. Advertising is no one’s first choice as the basis of a relationship. For marketers, it’s expensive and inefficient. For customers, it’s invasive and annoying. And targeted advertising is only slightly more efficient and slightly less annoying. Clearly, the direct relationship between a customer and a company is preferable. But that direct connection cuts out the middlemen – that is the media.