Pubblicità, media e – soprattutto – libertà dell’informazione

dottavi —  14 November 2007 — Leave a comment

E’ stato Marco Palombi, qualche giorno fa (ripreso poi anche da Mauro Lupi), a citare per primo questo report in cui IBM parla senza mezzi termini di “The end of advertising as we know it“. Passaggio interessante dal comunicato:

“Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments”.

Ancora più interessante, credo, se messo in relazione con questa release di Gartner: “Traditional Media under Threat as Consumer Generated Media Reaches Mass Market“, per di più relativa a uno studio condotto in agosto in Francia, UK e US. Dice Gartner:

“Consumer generated media has reached the mass market with between 46 and 83 per cent of internet users… [and] threatens to undermine traditional media’s influence. Adam Daum, research vice president at Gartner, says: “When CGM first appeared on the internet radar it wasn’t clear whether it was a fad or a long-term shift in behaviour, and many didn’t take it seriously. Our research indicates that the future for CGM is likely to be a mixture of both. Some people sample CGM, find it mildly diverting but revert to professionally produced content. However many people are now adopting CGM as a permanent part of their personal media mix and the media companies need to wake up to its significance”.

Ecco. Io spero che considerazioni come queste facciano saltare sulla sedia quelli che in Rete non ci sono ma che della Rete parlano. Perché purtroppo ne parlano spesso a sproposito.

Ma spero anche che aiutino a tenere duro chi invece della Rete fa parte, non per qualunquismo ma cercando di costruire un valore. Un valore forte, di democrazia. L’ha detto Marco, l’altra sera, alla Splinder Night: Internet è uno strumento che deve rimanere libero, aperto. E dipende anche da noi riuscire a mantenerlo così.

dottavi

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Journalist, Blogger, Entrepreneur, Advisor. Writing about tech, culture and society since 1991. Formerly contributor at Forbes, Co-founder Blomming.com. Now Partner at Fashion Technology Accelerator.
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