Terry Heaton on the news that Rocketboom, the daily three-minute video weblog featuring Amanda Congdon and produced by Andrew Baron, is beginning to auction off advertising inventory: "... that's not the disruptive innovation. They are insisting that they produce the ads as a part of Rocketboom content, which means they'll be archived for retrieval via unbundled media applications... This seems like foolishness for any advertiser, but I don't think so. Firstly, Rocketboom knows its viewers, so anything they produce will "fit" their audience like a glove. Secondly, the fact that these ads will be Rocketboom content means Andrew and Amanda will give it their all -- not just toss the responsibility to a production department that has agendas other than the program (as is done with local TV advertising). Thirdly, by making the ads part of Rocketboom's content, the advertiser is actually getting what amounts to product-placement advertising, even though it's not being positioned as such. Who's going to tune out during an ad produced by Andrew and Amanda? Not me. In fact, it'll be just the opposite."

See Mark Hamilton and an Englishman in New York for more details and reactions.