Kernel of a thought…

The opportunity with buying media was never just getting ads into media.  It was about getting ads into media so you could get access to something else that didn't really seem like advertising.  An "advertorial", "added value", or ads that were so good they generated their own buzz back in the media that you'd just bought.
 
With digital media, you don't need to pay for ads at all to get the stuff that doesn't seem like advertising.

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