The white paper marketing bubble will pop soon, right?

The supply-demand problem of content marketing comes home to roost.

I probably shouldn't even discuss the white paper marketing bubble, because periodically I write white papers for people and they subsequently pay me for them. ("A platform economy!") But I also think we need to be a little bit honest about what's going on here.

I know and understand the logic. You can ignore an ad. That's getting more and more true as n…