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A new Forrester report says that people paying for ad-free content is undermining the efficacy of advertising still further. 

I’ve blogged about it on the Brilliant Noise blog: 

There are no shortage of opportunities to buy media space – the real estate, as it were is increasing – it is just that the attention you will find there is dwindling -as in, there’s less people looking at it – and shallow people avoid the ads (skipping, blocking) or shift their focus three quarters have another screen right in front of them while they are watching TV, for instance.

The conclusion? Brands need to invest in their ability to create, curate and distribute content, or “content capabilities” as Forrester puts it.