Home Pricing Press Release HowTos Doc Searls on Manila Doc Searls is Senior Editor at Linux Journal , co-author of the Cluetrain Manifesto , is a frequent contributor on Scripting News, and runs a Manila weblog . Manila lowers the webtop publishing threshhold approximately to zero. It accelerates the shift in market power from supply to demand. It gives everybody who wants to speak a voice. It's a clue gun of a very large caliber.
Manila changes the game.
That's the game Marketing has played ever since Sales discovered market also worked as a verb. Marketing could play this game without any resistance because it was entirely an instrument of Supply, which has controlled markets through the entire Second Wave. All Demand could do was write letters, call toll-free numbers, subscribe to Consumer Reports and otherwise behave in the powerless manner of fish in a barrel. We have seen The Third Wave and we are it. The Internet isn't just another business development.