Next in Google's path is advertising.

Reading chap 11 and articles on google ad., craiglist and Web traffic measurement, I came to think the business model of media that was dependent on advertising may finally be coming to an end. And I welcome that avalanche, the Googlanche with all my heart.

If we hold Jeff Jervis's bold prediction as something credible, media companies should stop worring about withering ad revenues. Next in Google's path is advertising. And Epstein's hypothesis that advertisers won't be able to afford ad. and stay competitive might come true. This prediction is persuasive. After all, how can you compete with what is free? And isn't the anecdote of Craig Newmark's war with Nancy Melone suggestive? Dot.com model based on payed ad was powerless against free ad model.

I think ad revenue has been a source of evil in many ways. It was interesting to see a survey result of US in chap 11 that 9 out of ten editors had been lobbied by an advertiser to alter content and one third gave in . In South Korea, it came to a point that Samsung account for nearly 20% of the ad revenues of newspaper industry, and some papers rely 90% of total revenue on ad. Samsung manufactures ship, computer, cars and even apartments in Korea. What is scary is such a huge conglomerate of firms has a centralized decision making system on advertisement.

So would like to see media declaring independence again, like the real old days when they relied on subscrition. Of course, such independence may mean the real the end for many media companies.