I met with several media players today and to say it politely all of them are seeking new income streams to compensate for declining fortunes of existing publications; daily newspapers, magazines, TV channels. My goodness now is the time to move forward with non- invasive intelligent contextual advertising on the web with quality publishers of content. Let’s face it the ‘long tail’ espoused by Tim O’Reilly and exploited to the nth degree by Google has failed to incorporate content of major publishers around the globe. It has focused first on ‘user generated’ content, which is great, but what about ‘professional’ content? Surely a merger of these great content creators, ‘user’ and ‘professional’ is the optimum way forward in an open context! Yes we are waiting.