The answer surely entails some degree of privatization, a concept that raises hackles among Brits who fear it would lead to "market failure" (read: advertiser-driven skewing and degrading of content) associated with commercial broadcasting.
Some radio show hosts read the advertiser's ad themselves, while others opt to play pre-recorded ads.
People identify closely with the magazines they read, and advertisers therefore love them: magazines, says Paul-Bernhard Kallen, the chairman of Hubert Burda Media, a large German publisher, remain essential for brand-building.Which is why luxury magazines are doing particularly well, as are those in emerging markets, where a fast-growing middle class is coming into those advertisers' sights.
The changes that occur in these technical, business and social science fields where researchers are thinking in terms of collective intelligence will eventually, maybe soon, effect how reporters report, how readers read and how advertisers advertise.
He saw that consumers could just click on what they wanted to read, and that advertisers could track users in order to target ads more precisely.
But now, after years of alienating people with barrages of badgering calls read from scripts, advertisers believe someone is generally more likely to listen to a brief commercial than put up with a peddler.
Dooce.com's advertisers read like a who's who of blue chip companies, including McDonald's, Weight Watchers, Disney and AT&T.
Advertisers read papers too, and just like building appraisers, they see -- earlier than others do -- this shift in readers experience as cracks in the walls.
Three "degrees of readership" are measured and reported: "noted," meaning that the person interviewed remembers seeing the ad; "associated," meaning that he or she saw and remembered the name of the advertiser; and "read most," referring to those who actually read at least half of the copy in the ad.
Doing so pops up a window where the advertiser must read through the policy details, then agree that they will abide by its terms.
The main problem is that advertisers cannot read the consumer's mind -- yet.
