What’s changed is that the “cover” that captures people’s interest no longer exists in one place all bottled up. Instead, it living everywhere and interacting with the things it comes in contact with.

The published entity itself needs to “behave” as collection of organisms all interconnected and sharing the same DNA. The headlines need to populate SEM portfolios and stimulate quick production of content which can be distributed through a network of widgets, pages, videos, etc.

The “site” is growing arms, legs, and other appendages that make it more mobile…but in sum they still fall under a “face” or “brand” that serves as the glue attracting traffic/people to the experience.

Continuing the body analogy…one of the problems isn’t the talent pool, it’s the number of heads trying to control the body in the giant agency/client/publisher networks that have grown bloated and inefficient on yesterday’s ad models.

Who is in control of clarity of vision/purpose when building a seamless, Apple-like, truly integrated and thoughtful disruptive experience from end to end? With large publishers alone, you’ll touch 5 people’s personal P&L budgets to get something done, not including the advertiser’s opinion, the agency’s opinion, blah, blah, blah…there’s the constipation (I mean bottle neck).

A few really good examples will emerge from small, independent, and good companies. They will be huge hits. They will center on proven interest areas/categories, with unique and clear execution. Agencies, clients, and publishers will look at them and go….OOHHH, like that, huh? They they will race to make it just like the benchmark case (but just different enough to call it their own, at service fees 5x more than what it cost to build the benchmark case in the first place).