Content is Content. But Can Content Replace Advertising?

From the Wall Street Journal: "...Model.Live tracks three models as they navigate casting calls, catwalks and airports for fashion weeks in New York, London, Milan and Paris. The first of 12 eight-minute episodes will debut Aug. 19 on-demand on, a site that runs advertiser-sponsored videos and allows consumers to buy the featured products."
Vogue Models a New Reality Series -

Content like this is beginning to prove that online "shows" can attract a verifiable and sizable audience. The question remains if advertisers should strive to produce this kind of content -- as Holiday Inn Express has recently begun doing -- or just sponsor it. Should it be scripted like LonelyGirl15 and Quarterlife? Unscripted seems to be the more popular format, at least so far.

At least advertisers and content producers have a common goal. They both want to land a big audience. Though it appears the content producers are making most of the investment in R&D.
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