With so many start-ups, only you can save Web 2.0; On digital communications.(Digital)(Viewpoint essay)

Advertising Age, November, 2007 by Rubel, Steve

Byline: Steve Rubel

Years ago, the Advertising Council created a landmark campaign with Smokey the Bear that had a rather ominous tagline. It read: "Only you can prevent forest fires.'' The subtext, which the recent fires in California clearly reminded us, was that the word "only'' implies that the "you'' here is singular. In other words, if you're not out there preventing forest fires, then no one will.

While not quite as dramatic, a similar burden is starting to fall on digital marketers. Are your shoulders feeling heavier yet? They should because, you see, "only you'' can save Web 2.0.

Nearly every online start-up you can think of is basing its business model on advertising. It's as if your digital budgets are a bottomless pot of money...

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