I won’t rehearse what I wrote before about brands and advertisers and content-producers and so forth. I just want to add a picture I’ve been sketching out in my head over the past few days.
And here’s roughly how the triangle of publishing-advertising-consumer will come to look, to the extent that “advertising” and “consuming” are still relevant terms:
Other than the color of the magic sparkles—going from green to purple—what’s changed? Well, the direction of the arrows around them, of course!
Companies, says my interpretation of Haque, will be listening to consumers beliefs about their products. Consumers will have cause to air those beliefs, in a conversation among themselves, the publisher, and the company as well, because a publisher will “seed” that conversation and host it.
I don’t know how this will work beyond obvious examples of product reviews. But there are other possibilities that come to mind. What if an earnest politician paid an editorialist to start a conversation about some policy in order to elicit his constituents’ beliefs about it?
I may be pushing the limits of reasonability here, but what if a government paid journalists to write about its war-planning because it actually wanted its citizens’ opinions about it?
The point is to imagine a world in which it doesn’t pay to keep secrets. The point is to imagine a world in which, on the contrary, openness pays and listening pays because talking fails.