There have been some very clear stages in the long evolution of content delivery, and thus the relationship between advertising and publishing. We’re about to enter its Third Age. This will continue to revolutionize the agency/publisher model, and the changes will be significant. It’s best explained by examining the growing difference between creation and distribution.
The idea of industry paradigm shifts can sometimes seem clichéd, particularly in the digital world where a new era is seemingly proclaimed every few minutes. However, it’s clear that in the publishing industry we have been through a sea change in the way our business works. Moreover, I would argue, it seems that this change is not the end of the matter. Even as the shift from traditional to ‘new’ news continues, the first rumblings of a new paradigm – a third way – is beginning to emerge from the murk.