Information Supply, Demand and Overload

I think the insights offered in both readings hit one of the fundamental problems facing any kind of information-based enterprise. On the supply side, it requires a lot of effort to ensure one’s message reaches the widest possible audience. Since search engines essentially act as portals to the Internet, rules are imposed on content to guarantee its visibility. (Ironically, one of the rules of visibility is to churn out content on a regular basis, contributing to information overload). As a result, Search Engine Optimization firms thrive in this new attention economy and serve as marketing departments for web-based enterprises.

On the demand side, finding pertinent information has become challenging. In the era of big data, or simply information in this context, it is difficult for consumers to separate the signal and the noise. Information aggregators, indexers and organizers have proliferated to help us sort, prioritize and find content. It seems unsurprising that the Internet is so well-suited for lists.

Maybe the issue needs to be re-framed like this: there is more content which can now be accessed by more people. The trick is connecting the right content with the right consumer. This is the philosophy that guides Netflix’s recommendation system, Google’s personalized search engine results, and other efforts aimed at increasingly individualized information consumption. What loses here is content that does not find a niche or a large enough audience to sustain itself.