What's New in Advertising?

We hear everybody complain about advertising, but have we thought about the fact that many sites that live off advertising provide exceptional content in order to attract web traffic? In other words, webmasters who forgo advertising revenues often are not motivated to provide interesting content. They will only do so much work for nothing.

So maybe we should rethink our attitudes toward advertising-based web business models. I jean whey should the little guys continue to work for pennies while the search engines make billions from advertising. After all, search engines are not really contextual; they represent everything under the sun.