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Medialand is a scary place for any company that鈥檚 more than five years old. You can see that in . Its shares slumped after it warned of poor advertising performance at its radio stations and consumer magazines (the likes of Grazia and Zoo). Its woes are the flip side of one of the phenomena of 2006/7, a significant shift in advertising revenues to the internet.

The effectiveness of internet advertising may still be in doubt. But almost every business to which I speak is devoting a significant proportion of its marketing budget to the internet. Why? Because all the other corporates are. And no marketing director ever got the sack for following the corporate fashion. Which should put the fear of oblivion into any newspaper, magazine, TV channel or radio station that hasn鈥檛 yet made a significant investment in creating a serious online presence.

And there鈥檚 another example of the tyranny of the young in . MySpace, controlled by Rupert Murdoch, may claim to be the world鈥檚 number one 鈥渓ifestyle portal鈥�. But it doesn鈥檛 have either the 拢13.5bn annual cash flows of Vodafone or Voda鈥檚 paying customers. Yet it seems to have bigger boots in commercial negotiations than Voda.

How else to explain Vodafone鈥檚 excitement that it has secured a head start on its rivals in offering a mobile version of MySpace to its customers? For a few months or so, only Voda customers will be able to gain access to MySpace Mobile, which Voda thinks will help it win lots of customers (especially younger ones) at the expense of O2, Orange and the rest.

What鈥檚 more, Voda wouldn鈥檛 have secured this exclusive relationship if it weren鈥檛 in some shape or form paying for the privilege 鈥� since without a subvention from Voda, it would have been more rational for MySpace to swell subscriber numbers by making its mobile version available to Voda and all its competitors at the same time.

The access to MySpace makes a Voda mobile less of a commodity and therefore helps Voda to compete on quality of experience, not just price. But the deal reinforces the point that mobile phone networks have become more of a basic utility than they were.

And if those fabled massive Voda cash flows aren鈥檛 to be eroded by price competition over time, it鈥檒l have to secure lots of other MySpace-style exclusive content deals 鈥� although let鈥檚 hope it doesn鈥檛 ever make the mistake of thinking it can own and manage a creative or so-called 鈥渃ontent鈥� business like MySpace.