As The Pendulum Swings…

Newsweek is floating the idea that the heyday for consumer generated content has come and gone.

In short, the expert is back. The revival comes amid mounting demand for a more reliable, bankable Web. “People are beginning to recognize that the world is too dangerous a place for faulty information,” says Charlotte Beal, a consumer strategist for the Minneapolis-based research firm Iconoculture. Beal adds that choice fatigue and fear of bad advice are creating a “perfect storm of demand for expert information.”
“The wisdom of the crowds has peaked,” says Jason Calacanis of Mahalo. “Web 3.0 is taking what we’ve built in Web 2.0—the wisdom of the crowds—and putting an editorial layer on it of truly talented, compensated people to make the product more trusted and refined.”

Did he really need to say Web 3.0? I suppose he did. But I’m so not ready for it. Although, I am more than ready for better content from trusted sources.
Just because a cell phone can shoot video doesn’t mean the person operating the device has the faintest clue about building an audience.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.