Crossing Offline And Online Media
A comparison of online advertising on TV web sites and online portals
Louisa HaBowling Green State University
Introduction
The World Wide Web offers a new arena of media content for consumers. After companies that have no offline media presence (the dot.coms) such as Yahoo! and Alta Vista provided Web users with their own media contents and a wide variety of consumer services and achieved considerable success, traditional media established their presence in the online world via their own web sites. Now almost all major media companies, especially TV networks, have their own...