Convergence

As the Internet moves into the broadband era, many predict the convergence of various types of media -- print, online, broadcast and cable. That convergence continue a technological evolution already seen in existing media that drives fundaments changes in relationships between media companies, their audiences and their advertisers. The Internet is no exception -- an only its interactivity can brunt this evolution to its final stage.
Traditional: One-to-Many
Maturing: Targeted/Custom

Whether print or online, this traditional model is essentially one-size-fits all; all reader receive the same content and advertising.

Both print and online newspapers can offer targeted/custom content. Targeted news is delivered via zoned editions in print or via custom content and niche vertical sites online. Targeted advertising includes traditional microzoned preprints, and new online devices such as targeted banner ads and classified search agents.

One-to-Many

Emerging: Intermediary

Only the Internet allows the newspaper to become an intermediary among its customer, connecting advertisers to consumers via e-commerce, and users to other users via community tools. Even media competitors can use the newspaper as an intermediary through classified database management on the advertising side and portal sites on the content side.
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