the BIGGEST problem is scaling it (at any scale). All these companies have enormous sales forces running around. That does two things: a) causes less % of med

the BIGGEST problem is scaling it (at any scale). All these companies have enormous sales forces running around. That does two things: a) causes less % of media buy to go to actual media b) causes the companies to have to raise tons of capital. If someone can figure out a unique way to scale sales without adding more human capital,they will do very well. On the flip side, most of these people don't want to "do it themselves". You can outsource most of the actual service work at a scaleable expense. I look at it this way, sure anyone can learn accounting, but you want an accountant to do your taxes. Same thing with local businesses and web advertising- yes they could learn it themselves, but they'd rather have a pro do it. They just want to run their business.