Ad Club Meetup

September 17th 2007

The People’s Media Company

Era of Proximity

1440: Publishing is born

Era of Distribution

2000: Era of Declared Interest

The People’s Media Company

A successful experiment

418

773

1,236

1,748

1,433

2,042

2,388

4,440

3,722

1,464 1,538

2,8542,967

3,286

0

1,000

2,000

3,000

4,000

5,000

Jul-0

6

Aug-0

6

Sep-0

6

Oct-

06

Nov-06

Dec-06

Jan-

07

Feb-0

7

Mar

-07

Apr-0

7

May

-07

Jun-

07

Jul-0

7

Aug-0

7

To

tal

Mo

nth

ly U

niq

ues

(00

0s)

Source: Comscore, August 2007

Traditional Media Web 1.0

Readers consume content from publishers.

Publishers control and determine advertising placement.

Web 2.0: Powered by Associated Content

Users declare content interest through search.

Users create and consume contentdirectly at Brand and point of sale.

Buying decisions are (hopefully) influenced.

Search Changes everything

Custom Content

Channel Sponsorship

Solving the problems of Participatory Media

•Quality• Focus• Scale

Why Content?

Visits keep rising…

While costs keep falling