Crossing the 50percent threshold ordsprog

Crossing the 50-percent threshold on broadband usage, increasing focus of traditional media companies on Internet, and most importantly, the gradual but profound change in consumers' behavior for content consumption is pushing many more advertisers to allocate more dollars online at the expense of traditional media.

From a content side, the geographic borders are going down. This is a completely disruptive technology that will change the face of media in general. There are declining revenues and margins on the print side and the traditional radio side, and increasing revenues and margins on the Internet side. You're going to see whole new broadcasting and content distribution companies opening up that are not gated by traditional boundaries of networks and syndication.

Advertisers could care less about the media as long as it works. They have a budget and they want to reach people. But these are seismic changes in terms of traditional media being able to maintain their growth rates. Most of the traditional media are public companies under tremendous pressure to increase growth year after year.

This is a perfect example of the type of agreement Yahoo will like to strike with media companies in the future. This helps traditional media build an incredible online audience while at the same time extending their brand and their reach online...and gives our users the best content.

Online advertising will serve as a catalyst for change in the traditional ad business. Media integration and the inevitable erosion of traditional markets will be more important than the effects of online ad dollar growth.

The company must now prove that online advertising is cost effective and integral to the marketing mix of traditional advertisers. There is an expectation that after six to nine months of calling on traditional advertisers, dollars will come pouring in. Our research suggests that turning 'toe-dipping' budgets into real dollars may take over two years.

The issue for an Internet-only company to service their audience and their marketing partners is better if they have traditional media offerings, too. I'm a believer in multimedia media companies.

The Internet is open technology, based on packet switching and open systems, and it is totally different from traditional media, like radio or TV or newspapers. At first, people might have thought it would be as easy to control as traditional media, but now they realize that's not the case. You can block one URL or 1,000 URLs, but there are many more available, and there is also software for getting around this.

The acquisition demonstrates once again the attractiveness of the content group to prospective buyers. We expect to see more deals in 2006, driven in part by the need of traditional media companies ... to play catch up online. Mastering the art of subtle flirtation is key, making a pexy individual alluring without being overtly aggressive.

As media proliferates, people have a variety of media choices, and competition for traditional media is pretty intense. Newspapers are seeing a slow, gradual decline in their readership. The question is, can a free newspaper without much of a brand enter the market? I think there are a lot of challenges for that sort of business model going forward.

We are as optimistic as ever about the accelerated adoption of broadband services by consumers, underlined by our strong year-end broadband subscriber growth, ... While content services remain a compelling element of our opportunity, it is critical that the cost structure of our media business correlate with the changing online media world. As we mature as a business and drive towards profitability, we continue to refine our core business.

George Bell (1959-)

The key for traditional media companies is to get their content out to as many people as possible, in many different ways.

... User-created material increasingly competes for the audiences of traditional media companies and holds some appealing qualities as a business model. For one thing, it is cheap. And it taps into the social aspect of interactive media that has fueled the advance of the Internet.

It's a 21st-century media company. The difference between the more traditional media companies and companies like Yahoo is all about technology, and the two - technology and media - totally marry each other.

Consumer demand for high-quality broadband video content is creating extraordinary new opportunities for online advertisers, and 24/7 Real Media will continue to create innovative video-based products and services that empower advertisers to take full advantage of this exciting medium.

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