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International: It`s Web 3.0, and Someone Else`s Content Is King

By Source: Advertising Age | Apr 14, 2008

NEW YORK ( -- When Tina Brown launched a publishing venture a decade ago, she used glossy paper bound between celebrity-splashed covers filled with long articles written by big-name, big-dollar contributors who spent weeks or even months reporting and crafting their stories. Here's how she'll probably do it in 2008: Hire a few editors to handpick stuff already kicking around the internet that will be ranked or graded, perhaps in some slickly designed graph.