Online delivery is putting new technology at the heart of media companies

摘要

Traditional media supported themselves for decades by acting as brokers between advertisers and audiences. Audiences wanted content, and advertisers wanted access to audiences, so advertisers subsidized the bill for content. Now, cheap computing and network connectivity have created publishing platforms and advertising markets where advertisers and audiences no longer depend on media companies (see "Convergence Is King,"p. 66, and "Mainstream News Taps Into Citizen Journalism,"p. 62).rnThe media companies that look most likely to survive are those whose use of new technologies both attracts revenue directly from their audience (by adding value to content) and convinces advertisers that it makes sense to buy ad space from them.