Making Money the Cluetrain way

Hugh has a posting about Making Money with Cluetrain.
Very interesting.  After Cluetrain was written as a book, there was a very active mail-list run by Chris Locke, with Doc and Dave Weinberger (I think) chipping in with comments as well, but over time the conversation died, I think largely, because the basic question wasn't being answered......give us examples of a "Clued" company.

Chris Locke's book, Gonzo Marketing took the next step, and laid out how everyone could make money and live happily ever after.

Doc Searls being interviewed by Cameron and Mick gave the answer quoting Paul Saffo,
"We overestimate in the short term, and underestimate in the long term"
And that is what has happened with Cluetrain. 
In the short term we overestimated its impact, but in the long term it will come good.

Kind of ironic, that of all people to spot the trend, Murdoch is beginning to mouth off, probably fearing and seeing the drop in circulation and advertising revenue, and thinking the same money must be going somewhere else, so now he's chasing the dollar.

The trouble is, in the long term, we're no longer going to put up with the same advertising shit, dressed in a different form on blogs and podcasts. 
We don't want your ciggie adverts inserted in between our conversations.

But much of our capitalist system, especially media and sport, is dependent upon the advertising dollar.  So where is it all going to lead?  Somewhere, but very very slowly!

A pity really, because what big corporate wouldn't benefit from, Chat, Weblogs (internal and external), RSS, WiKis, and PodCasts?  But for the time being they're going to crap on about Knowledge Management, which inevitably ends up as Document Management, which is about as exciting as watching Newcastle United (except if you're a Man Yoo fan) lose last night! 

Imagine if large corporates got really serious (or fun) about enabling the knowledge that's in people's heads, which doesn't mean capturing it in a Word document and putting it on an Intranet!!