A column in the Wall Street Journal argues that many firms have shifted away from traditional advertising toward providing “content”: “Content, these days, is the catchall term for all the media that we consume. . . . Tweets are content. Articles are content. Instagram posts are definitely content. ”The column also describes the YouTube videos many firms produce to highlight their products and the articles and other content—that may not be directly related to their products—that they post on their websites. What are the potential advantages and disadvantages to firms of replacing traditional advertising with “content” of this type?