Dave Winer on Advertising

Yesterday on his blog: “In the past the flow of ideas for products was heavily centralized, and based on advertising to build demand. In the future, the flow of ideas for products will happen everywhere, all the time, and products with small markets will be worth making because we’ll be able to find the users, or more accurately, they’ll be able to find us. ‘Targeting’ customers is the wrong metaphor for the future.”

Winer tends to rant about advertising on the Web, but one good thing about him is he takes the long view. He’s looking beyond the usual discussions about evolving ad products to more fundamental changes in the nature of human attention. What he’s not necessarily aware of is that many marketers have already begun to shift their focus from a philosophy of “acquiring” media en masse to one of listening and engaging.

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