Jeff Jarvis, poking around lately in the post-modern world of advertising, has hit upon a scary thought: What if, basically, advertisers don't need media to reach audiences? What if advertising, as we know it, is irrevocably, irretrievably broken?
So here's the real punchline: Advertising ends up having nothing to do with media. They become decoupled. Audience no longer yields advertising. Hell, advertising isn’t advertising. It’s relationships. Media only get in the way. There’s the corner we’re painted into, the chaos scenario, perhaps the doomsday scenario for media.