January 2005
A New Idea for Publishing
Smart Web ads could restore the balance between publishers, their audience, and advertisers.
By John Battelle
Ideally, commercial media would consist of equal partnerships between three parties: publishers, the audience, and advertisers. In reality, advertisers, the group with the most money, hold all the cards. Publishers have been relegated to the role of supplicant, and the audience -- well, we pretty much have to swallow whatever deal the publisher and the advertisers cut.
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Massachusetts Institute of Technology