July 16, 2002

Tom Hespos - Content Revoluion is Just Beginning
Tom is one of my favorite writers covering online advertising -- the guy just makes sense. I started reading him on ClickZ and iMarketing news years ago.

Tom is a regular columnist for Media Post -- a newsletter and website dedicated to online advertising media. Tom, like me, always saw the Internet as a revolution in the Marketplace of Ideas. The problem, Tom points out, is it was very difficult to be a publisher without having a skill set in online publishing. Tom is psyched (me too). Because of tools like Blogger this new Marketplace of Ideas is becoming closer to reality.

Easy-to-use content management systems are a great first step toward truly leveling the playing field. But we still need further innovation in this area. It would be nice to see a company come along and make animation and graphics as simple as Blogger and LiveJournal have made content management. ....How long will it be before we see something that makes manipulating graphics and images so simple and intuitive that even the "technology-impaired" can easily construct photo essays and online newspaper-type layouts?

I'm betting that a lot of this technology is not very far off. And once it makes a splash, we could be looking at an explosion of new content sites. What could this do to online media planning five or ten years down the road? It might be wise to think about what the marketplace might look like if a wave of independent publishers suddenly started entering the game en masse.

Tom just started blogging over on his new company's (UnderscoreMarketing) website. Look for more to come -- Tom has a keen sense in how advertising will be reshaped on the Web.

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