08/09/2009 05:12 am ET | Updated May 25, 2011

User review sites: next big media/advertising disruption?

A lot of people rely on user review sites for product or service selection, like Consumer Reports, Yelp, Amazon, or Best Buy.

Sure, we're aware of advertising for specific products or services, and that might get attention, but I bet most people just filter out most ads. Maybe they leave a brand impression.

What hapens when looking up reviews becomes easy, say on a phone, and becomes the normal way of doing things? We could see a dramatic tipping point in this direction, in the near term.

I'm guessing brand advertising will remain important, but that might represent a small portion of the

current advertising market.

What'll this do to business models for journalism and entertainment?

For me, happy to pay for trustworthy sources of news, with fact-checking and a clear separation between reporting and finance.

Disclaimer: I'm on the board of Consumer Reports.

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