Forrester’s George Colony in reply to the recent article in Wired in which Chris Anderson argued that the economics of web 2.0 will drive almost all content to be free, argues that the limitations of advertising and the continuing development of technologies to avoid it will ensure that this is not the case.
George makes 4 key points of refutation:
- Adblockers and the like will change the economics of the game
- Critical information will push out ads on the web – consider subscription models a la Bloomberg
- Human activity that requires deep concentration will abstain from advertising.