The second annual survey of broadcasters’ Web efforts by the US Television Bureau of Advertising has found that local television’s online revenue was up 41% in 2006 to $399 million (from Broadcasting & Cable).

Though I found their recommendation more interesting.

Among the study’s recommendations to help grow online revenue even more: think of the Web not as a mass medium but a “mass of niches,” hire Web-only salespeople, and consider launching spin-offs that may not necessarily carry the station’s brand.

A “mass of niches.” Perhaps they mean “think of the Web not as a mass medium but a mass of individuals.” After all, the people on the end of a broadcast, webcast, or web site is a human being. Perhaps they need to get in touch with their audience, instead of wondering about a collection of niches.

This entry was posted on Friday, February 9th, 2007 at 2:25 am by Richard and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.