Abstract
For most traditional media companies, advertising alone is not enough to
finance their online operations. They are having to contend with more
competitors: pure players, content aggregators, other media UGC
(User-Generated Content). CPM is lower: an online consumer generates five to
10 times less ad revenue than an offline consumer. E-commerce is thriving, and
offering media sites a potential source of added income, particularly since
they have been involved in sales activities offline for a long time (shopping
channels, licensed products, co-branded and special editions).
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