Learning to advertise without advertising: what Mediation learned when he went along to listen in on The Guardian’s Media Talk Live

Meditalk_live so the latest MediaTalk podcast from the Guardian is up and out, but this week's is a bit special.  one because it was recorded live, but two because Mediation was lucky enough to be in the audience for the recording at Guardian Towers.  the panel – social media expert JD Lasica, reporter Sarah Lacy, blogger Robert Scoble, BBC technology correspondent Rory Cellan-Jones and of course the wonderful Emily Bell – discussed a range of topics focused in and around the changing ecology of media business.

lots of sense talked (mainly by JD "shooting dinosaurs in a barrel" Lasica and Emily "we didn't listen enough to our audiences" Bell), but there was one question posed to wards the end (44 mins and 33 secs in if you're interested) that wasn't answered.  Susan Bratton asked: "there was some conversation about lack of innovation in advertising and sponsorship support, what would you like?".  Sarah Lacy said that it was "like porn – I don't know what it is but I'll know it when I see it"…

JD Lasica observed that interruption marketing would be gone in 10 years, and that you've got find "new models to make advertising that's personalised, customisable to me.  something that's welcome, useful, that I want on my screen".

it's an observation that often goes unsaid.  Mediation has often suggested that the problem with making media business models work in the new ecology isn't advertising.  the problem is adverts.  controlled and crafted packets of what an advertiser wants you to know work fine (brilliant even) in a broadcast model, but they're pretty pants in a conversation space.

in fact you could argue that – to paraphrase Cluetrain – brands are conversations.  in this context the ad format is as dead as a dodo; media business models will kick in again when, and only when, we collectively learn how to monetise advertise without advertising.

you can listen to to the whole podcast here, and read Kevin Anderson's blog post summary of the discussion here.

big thanks to the Guardian having me along.  a joy and a pleasure, if a
bit weird seeing my favourite podcast being recorded.  awesome stuff.

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