Last week I stopped by the Ad:Tech San Francisco keynote with Wired editor-in-chief Evan Hansen interviewing Digg founder Kevin Rose on the affect that consumer generated media is having on the advertising industry. Rose summed it up pretty clearly by saying, "dead tree media is...dead", an appropriate statement when you consider the audience. Rose often has said that the democratization of media is the reason for this shift, empowering people to ”elevate content regardless of source”.
Rose went on to explain how the change in content is evolving. Using Walt Mossberg as an example he said, "It's not necessarily about the destination site, he can move his fans and readers in any direction." Meaning, that Mossberg has built a dedicated Twitter audience who will read his content whether it’s in the Wall Street Journal, on his personal blog, or written in chalk on the sidewalk.
He went on to drop hint after hint about Digg’s intentions to, “put a stake in the ground in the next few months” with a focus on “real time” media, but reiterated time and again that he “didn’t want to get into the details at this point.” Stay tuned for big changes from Digg…
I agree with Rose that the print industry has seen better days, but focusing on bright spots like video, interactive ads and social media programs will be the golden ticket.
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