Are Media Companies Hurting Their Online Growth Potential?
Dec 2nd, 2007 by Dan Blank
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.”
