Disintermediation $$, baby–ad/revenue paradigm for 2005

While the NY Times says internet news sites are back in vogue (!), Richard MacManus is writing about the evolution of companies such as Feedster and Technorati and quotes Feedster’s Scott Rafer hinting about future opportunities for disaggregated content–and the smart ways RSS and search can package them up to be grabbed–or pushed–out to consumers and business folk.
If you think about the idea that eBay has more unique users in its home and garden section online than do web etailers Lowes and Home Depot, you recognize the established brand doesn’t always get all the bucks. It is entirely possible to imagine a day when an RSS feed for ” Iraq + casualties” or ” Prada + latest fashions” has a ton of subscribers getting the data all over the place–browsers, newsreaders, phones, PDAs, SMS, and so on–and you’d better believe that reaching those targeted audiences is going to be worth a lot to the ad world.
For all the ad revenue that big sites are delivering (and some of them are), there’s that relentless march of info-hungry consumers moving to newsreaders and related tools–and they don’t need to go to those big sites, do they?
The dance between these opportunities–getting the most ad revenue out of the growing traffic to news sites–and getting the most revenue out of the growing usage of feeds–is one of the key ad/revenue paradigms for 2005.
Update, related: Editor’s Weblog has a story on
Goldman Sachs findings that money is moving from newspaper ads to–no surprise–the net.