Jeff Jarvis lists three central challenges for the media business: 1. The big question for us is: Where is the business future of media? 2. The second problem we have is effectiveness for a whole new range of advertising. 3. The third problem, I think, we have is how to find efficiency. Rather than trying to own and do anything on ourselves, I think that we have to find ways to work collaboratively, so we can work more efficient. Interesting, that he talks a lot about 1. und 3., but regarding advertising he just mentions one time: "But is a targeted, efficient, effective, and profitable business." This transcript of the keynote contains the video of his speech (via Skype). - Torsten Eckert