Corporate Web sites may not push out awesome viewership statistics compared to many media sites, but the data coming out of recent research is pointing to direct communications with online audiences providing multiples more impact on their bottom lines than media-based advertising. Online media companies are likely to have a great year in 2007 but the looming question is how much longer marketers are going to care about Web site advertising in an era when direct conversations between sellers and buyers are pushing traditional media to the sidelines. The media isn't dead yet, but if it can't shoehorn its way into these conversations more effectively it better start thinking about it's retirement plan.
Click here to read the full News Analysis
