Data Insight: Online News Brands Must Derive ROI from
Support Role, for Now
The stalled growth of Internet advertising is prompting traditional media companies to
reevaluate the level of their commitment to the Internet. If they are to obtain adequate
return on investment (ROI) from their online units, media executives must deliver measurable
value to their companies—lowering the costs of marketing off-line brands or finding
new revenues at a time when online advertising isn't paying the freight.
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