Consumer-generated reviews level the playing field for products that are good quality, and expose things that are not the best value for consumers. The average enthusiast buys a lot of products and loves comparing them, and they are loyal to the community. Mancini said it is currently preparing for a third round. The company expects its revenue stream to come from advertising and embedded links to the product page. The Internet decimates the choke hold that traditional media companies have developed between readers and advertisers.
Readers can talk to advertisers, or to one another.
But putting content and commerce side by side in a community area can be a dicey proposition. Allen said the advice presented online needs to be placed into context. If you are buying something small and inexpensive, then you may listen to what someone in these communities has to say about that item. But if you are spending thirty grand on a new car you will want some more qualified information to support your decision although you still might want to consider what your neighbor has to say. Selby Ventures, Friedli Corporate Finance.