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Innovating with New Interfaces Fire and Water Pendant Image by lunarpersuasion via Flickr I have seen very few people that are always on the mark Steve Rubel :-IS "Several months ago I had lunch with a major media company executive who told me that, in the future, content will not be subsidized by banner ads splashed liberally on news pages. This is something that the current economic situation is hopefully accelerating as display ad quality plummets to new lows. I remain convinced that the media must innovate their way out of this situation from both editorial and sales, but no one seems to be really doing so on the advertising side. If you want a glimpse of what's next for media then you need to really look to the editorial side of the house. As we've seen, that's where all the innovation is happening these days - and its changing how we engage with content. Here a look are three promising approaches and their potential implications." Steve Rubel TUESDAY, FEBRUARY 24, 2009 Biography Steve Rubel, SVP, Director of Insights for Edelman Digital, is responsible for keeping Edelman and its clients in the vanguard. He studies global technology, media and online trends and shapes them into actionable insights and marketing communications strategies. In his role, Rubel curates and writes a monthly white paper on digital trends. These are distributed free to clients. In addition, he draws on these insights in his role as a senior strategic advisor to Edelman clients such as PepsiCo, Zagat, Unilever, Microsoft and many others. Rubel supports the account planning processes, intellectual property development and the firm's innovation and business development efforts. He is a member of the Edelman Digital senior leadership committee. His Micro Persuasion blog on digital trends, which launched in 2004, today has 50,000 daily readers and has been cited as a must-read by the Wall Street Journal, Forbes, CNET, PC Magazine and Forrester Research. In addition, he is acti