Electronic Media Trading: Barriers to electronic commerce

Discusses electronic trading between media buyers and sellers. A system exists called NOMAD, from R&B Ltd.

Electronic Media Trading: Barriers to electronic commerce

Adrian Ford of R&B Limited examines some of the problems faced by the suppliers of EDI systems in the UK

Adrian Ford

Electronic commerce in media is a thorny subject. There are so many examples of successful implementation of electronic trading in other markets that it is difficult not to feel somehow embarrassed that media trading is perceived to be so archaic and paper-based. Nevertheless, E-commerce does exist in the media market, through NOMAD, R&B's electronic link between TV sellers and buyers. However, the development of other applications has been hindered by a...

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