The_Winners_&_the_Losers

Cultural Content Producers and The Media must receive fairly negotiated compensation for their labours. Through the system we are proposing -- an advertising funded royalty system that is accountable and fully transparent, down to the penny -- the media, the artists and the holders of the copyright for original material generate royalties paid for by advertising. In addition, for mainstream and for exotic or esoteric content, having the ability to profile your audience on demographic, geographic, psychographic and frequency of patronage levels, provides the marketing backdrop for selling to consumers their "personal copy" of the work, the original copy of the work or for building attendance at local events and concerts. Not only does the current business structure continue to work for artists and the content production industry, there will be new opportunities for emerging and regional artists to build audiences and make a living in part through ad royalties. The current "networks" will survive and thrive only if they efficiently re-package content. The payoffs are huge. A stable industry is the result. Advertisers & Sponsors must receive better assurances about the targeting of their advertising and better data on which to base their marketing investment decisions. Marketers want to profile their current and prospective customers in order to craft meaningful sales messages, ones that will resonate with enough individuals to support the business. Although marketers appear unwilling or constitutionally unable to understand that advertising is only tolerated, they still require solid data about consumers and they are willing to pay for it - big time. Many marketers embraced the idea of creating mass-customized advertising messages. While it may sound like an oxymoron, technology has allowed for great advances in making it happen - when they have the right information. explicit, complicit advertising provides advertisers with higher quality, more complete data to ensure appropriate targeting and for evaluating successes. Allowing consumers to direct the flow of advertising dollars in return for better information is a win for advertisers right off the bat. Even better news is that the infrastructure supporting those advertising expenditures remains intact. The ad agencies, the PR firms, direct marketing agencies, market research firms and the rest of the specialty firms supporting advertisers will have to adapt somewhat but the systems and the processes will likely become even more important in this new media world. With increasing digitization of culture and the advertising itself, we would expect that the use of paper will decline over time. The paper and the printing industries will decline in volume. But even here there is a good chance that printed materials will become more valuable, tempering the blow. Advertising and sponsorship have long held a keystone role in ensuring a strong interaction between culture, commerce and society. Advertisers want the "halo effect" which allows their brand to gain in consumer approval based on the culture the brand sponsors. But progress in promotional thought has stalled, bogged down in a fight between consumers and cultural content producers over fair compensation. And by marketers who willingly settle for the thin gruel of actionable marketing data provided by vendors of internet advertising. Broadband Pipelines -- the telephone, cable, wireless and satellite companies - will experience a somewhat mixed future. explicit, complicit advertising will increase the number of customers buying the highest level data transmission available and increase the pressure for ever faster transmission speeds. This pressure for on-going investment and innovation in the communication networks will be countered by consumer pressure to reduce the cost of broadband service, stripping it of all the value added services and pricing it more like a commodity. In spite of these pressures the pipelines should thrive. A further pressure, not necessarily resulting from explicit, complicit advertising, but hastened by it perhaps, will be relentless pressure from consumers to unify the pipelines. A consumer would be able to make a convincing argument that they should be able to pay a unified broadband bill, so whether they use a cell phone, download a movie by satellite to watch on their big screen TV, use their laptop in an airport lounge or a computer at home is irrelevant. The consumer will press for a unified bill tracking their broadband use irrespective of the type of pipeline used to access the network. The tech giants will thrive as never before. Of course there will be winners and losers. Some high flyers will lose their luster and others, which are now only a dream, will be created and prosper. Business opportunities for IT Service Providers to build emerging networks, to support advertisers and content producers in aligning their infrastructure with the new consumer capabilities and for the on-going enhancement of the consumer networks will abound. In the final analysis, if this approach could be used to empower consumers, get the artists and media barons to call off the digital culture wars, provide business with truly good data on which to make marketing decisions, and perhaps reduce the paper used to produce flyers, we will be satisfied. Consumers want access to culture. ADVERTISING IS THE PRICE CONSUMERS PAY FOR ACCESS TO CULTURE. Consumers and advertisers must find a means of thinking through how we may reorganize the complex relationships between the individual, society, culture and commerce. This re-think of the economic underpinnings of culture - high culture, low culture and pop culture -- demands that the individual and their representatives must be better armed for the development of strong, peer level relationships with the commercial interests on the internet -- the advertisers and the global cultural media corporations. By succeeding in this quest we will build powerful new relationships between the individual consumer, society, culture and commerce. But who has the tech we consumers need' "They" Do and "We" Need It! There have to be marketers out there who will rush in to fill the need. Coprporate R&D dollars are needed to support revolutionary new media. This new media relationship model will be realized by all of the players embracing the concept of explicit, complicit advertising, and brought to life in TheHubProject.