The Omma West is currently taking place in San Francisco. Among the presentations Mediapost reports about, the one by Bob Garfield (editor-at-large at Advertising Age) sounds particularly interesting.
Mr Garfield talked about the "exodus" from Tv to online advertising, adding that, for now, no one in the industry is ready for the collapse of the old marketing model. In fifteen years the scenario will be completely different, modified by audience fragmentation and technologies for ad-skipping.

If you want to have an idea of the future "Chaos Scenario" according to Mr Garfield, don't miss this article.

As prescient as Garfield is, it's a wonder that he can't fathom where all the content will come from. It'll come from consumers themselves. Plenty of examples of the forerunner of this model are getting up and running.Multimplayer video games where the players create the story - World of Warcraft, Grand Theft Auto, etc. Podcasting (which he mentioned, but didn't connect the dots) is another. Blogs, too, as they morph and evolve into something resembling a mainstream channel. "Consumer generated content" will gain a greater and greater share of people's entertainment consumption.

Posted by: Todd W. at June 8, 2005 01:25 AM