Are Media Companies Hurting Their Online Growth Potential?

It seems that media companies may be hurting their online growth by treating it as second fiddle to their traditional revenue streams:

“Local online ad revenues have shown impressive growth lately, but a new report by Borrell Associates suggests that those gains would have been more substantial if it hadn’t been held back by bundling traditional and non-traditional media.”

“…convergence “hides the real potential of the web and discourages value creation and genuine innovation.” Those who use convergence see the web as an added-value tool and relegate online advertising to a supporting role as opposed to a separate media form.”