On Advertising: A move to anarchy ( International Herald Tribune)

"The so-called Web 2.0 phenomenon, reflected in the popularity of social networking sites like MySpace.com and video-sharing services like YouTube.com, has created a new breed of amateur creators of advertising. And the ad industry, eagerly casting about for ideas to stave off its prophesied demise, is starting to embrace them.

Few ad campaigns are considered complete anymore without a prominent Internet presence, preferably with an interactive element to draw in consumers and get them to 'engage' with the brand. Increasingly, this interactivity takes the form of customizing part of a marketing campaign; in some cases, advertisers are going even further and allowing consumers to make the ads themselves"

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