• CNet, Tuesday, April 14, 2009 11 AM

There is a growing sentiment among marketers and media folks that advertisers and publishers have a lot in common. Design consultants Tim Leberecht and Adam Richardson blog about the current opinion among many insiders that publishers need to morph into marketing agencies.

"At a moment in history when ads are giving ground fast to immersive and informative experiences, publishers need to quit selling space and start selling their ability to help tell and host media experiences." The consultants call on traditional media to transform themselves into content-based marketing services organizations. To make it work, media buying and advertising agencies also have to stop relegating publishers to their traditional roles.

On the flip side, advertisers should turn away from display advertising to a service that enables people. Marketing should be more contextual, more life-enabling, because "that is where the money is."

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