Marketers are looking at
the Web like traditional media.

There is a traditional social contract
between mass media and consumers,
and it's been like this for decades: Media
provides entertainment or information,
attracts an audience, and charges
marketers for access to the eyeballs.

Consumers get free content in exchange
for their time and attention to the mar-
keters' message. It's the classic model for
print, radio and TV. And more recently,
is being adopted by the Web.

But what if your brand didn't have to
rely on a third party to aggregate a Web
audience? What if you could create your
own content that attracts Internet eyeballs?
And at the same time exploit the Web's
interactive essence to build consumer
relationships?

Imagine that your brand is no longer an
annoying intrusion to a consumer.

Instead, you are the reason they are there.

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