And so in Japan’s mobile world media is turned on its head from a place where the bills are paid by brands splashing advertising cash, to a realm paid for by consumers’ micropayments. This has plenty of repercussions for the marketing and media world, not least the way in which commercial messages are displayed. Historically, the cover price of a magazine has been a tiny part of its overall funds, while display advertising has provided the real cash. However, when the readers become the paymasters, brands need to tread much more carefully.
More to chew on when reflecting on Rupert Murdoch’s plans to monetize his online content.