Roger Gardner offers a good example of the idea in headline.

“Jefferson Bank, in Jefferson City, Missouri, has the banner on the business section of NYT. Of course, they don’t buy it everywhere, NYT knows where I am, so it inserts the local ad. Interesting to me is who sold it to Jeff Bank and how?”

Let’s say you sell yoga supplies and would like to advertise locally. But the newspaper, radio and TV stations don’t offer any programming or content relevant to your customers. The local media can’t afford to produce that programming for the few hundred people into yoga.

If you have a great database of readers (as the NYT certainly does) … and an ad network that can pull from yoga shops all over the country… you can serve up ads like the one above.

I think a more practical approach might be for the yoga shop owner to create his own content and community. We’re seeing that happen every day. Or, if they just don’t have the time… others will create that branded content for them. But the result is more and more business becoming “media” creators.