User-Generated Outlandishness

From the IBM report "The end of advertising as we know it," discussing why advertising agencies and marketers in general will have to get more used to the idea of users creating advertising.

If the rise of user-generated advertising seems "outlandish," consider how far-fetched the idea of a consumer generated encyclopedia was only a few years ago.

As always, it behooves content creators (journalists, others) to look at what the agencies are doing, or being told to do, what the trends are. Use of technologies to create and engage.