Kings of the Net

In the first internet boom, media executives believed that all you needed to attract scads of internet advertising was to dish up great content. Remember the slogan: «Content is king»? But content in the conventional sense – things like news articles and programmes – has struggled to replicate its offline advertising sales in the online world. Rather, the firms that have enjoyed most success have been those offering what would not historically have been regarded as content at all, such as Googl...