Today only about 5% of global advertising is online, yet 20% of media is consumed online.
And so nobody is as clever as everybody
"Collaborative usage of the internet is rising," said Jimmy Wales, the founder of Wikipedia, a free online encyclopaedia written by thousands of users.
He goes onto say
This is a social innovation, and not just a technological innovation," he said. Collaborative editing of music and video content were the next likely trends, although this depended on free licensing and the availability of easy-to-use software.
Rupert Murdoch was quoted recently as saying
We tell you less, you tell us more. - to illustrate how some of the global media were engaging with the potential power of citizen journalism.
More pointers to understanding the urgent need to; attract, to engage, to co-create, to facilitate the right context to generate p2p flows of communication.
More hot media, less cold media
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