Not enough Murketing in your life? Fast Company can help

Lately I’ve done some back-page columns for Fast Company, which is now edited by Robert Safian, who I’ve worked with in the past at American Lawyer, SmartMoney, Fortune, and Money. I guess I like working with him! And also with my editor on these columns, Denise Martin, with whom I’ve crossed paths at almost as many magazines.

If all that weren’t exciting enough (for me, I mean), they’re now giving my columns the rubric, “Murketing.” And the theme of the new one will be familiar to readers of this site, though perhaps expressed a little better than usual, thanks to being, you know, actually edited.

Nothing thrills advertising experts more these days than advertising made by…nonexperts. Clunky buzz phrases jostle for pole position to describe the trend — “user-generated content,” “citizen marketing,” “co-creation”–but the gist is always the same: The future of advertising belongs to consumers. Advertising Age even made “the consumer” its latest pick for ad agency of the year, arguing that “the most compelling content” is being made not by creative directors, but by “amateurs working with digital video cameras and Macs, and uploading onto YouTube.” …

Read the rest here, or in the October issue of Fast Company.