I encourage you to take a moment and read FastCompany.com's insightful interview with the prolific Seth Godin, author of the newly released book, Meatball Sundae.
Here is Godin's insightful reply to a question about the failure of BudTV to take off:
They've spent more than $40 million on it so far, yet if we look at their traffic numbers they do worse than a site on sheet rubber sales. What happened? Budweiser had a top down, we-speak-to-the-public mindset when it comes to commercials. They buy Super Bowl commercials for $2 million or $3 million each because they can. Bud TV was all about "let's send messages straight to consumers." Hold that up next to YouTube, which was built from the ground up around individuals sharing with each other, and Bud TV lost. Wouldn't it have been better if they had just embraced YouTube and used it for what it was good at, rather than trying to build their own channel and invent their own form of new media?
And here's the wacky cover of his new book:
