When they look out into the real world, the princes of adland can see everyone making their own content. Fans are writing blogs. They’re editing mash-ups. Making spoof music videos on Nokia handsets.

If Joe Bloggs can make his own content, the princes think, why can’t we ad agencies do the same?

Once established, this line of thought tends to continue as follows: If we can make our own content, perhaps we won’t need to pay vast amounts of money to advertise next to the work of journalists. . .